Getting people to consider Virgin Mobile is no easy task. Many questions pop up, including "Can I port my number?," "How much money am I really saving?" and "Isn'‚t your network subpar?" To help make make Virgin Mobile a viable alternative to T-Mobile, Verizon and AT&T, and to keep people engaged as we address all their questions, we launched a campaign called Blinkwashing. We took the traditional sales pitch to a new level by allowing people to choose who'd be giving them "the pitch" with a blink of their eyes.

Launch the campaign
Published
November 2013
Topics

The Story

Getting people to consider Virgin Mobile is no easy task. Many questions pop up, including "Can I port my number?," "How much money am I really saving?" and "Isn'‚t your network subpar?" To help make make Virgin Mobile a viable alternative to T-Mobile, Verizon and AT&T, and to keep people engaged as we address all their questions, we launched a campaign called Blinkwashing. We took the traditional sales pitch to a new level by allowing people to choose who'd be giving them "the pitch" with a blink of their eyes.

This trippy infomercial from Virgin Mobile scans your eyes and seamlessly switches between 25 original characters and settings delivering the same Virgin Mobile details every time you blink. It works by using a person‚s webcam to detect their face and eyes, and then uses blinks to move through the available characters. To keep the story smooth, we individually time-coded each word across all of the videos, creating a smart caching system and developed a method to detect user bandwidth. This way, users could switch between characters without causing playback buffering.

The Technology

The Results

This first-of-its-kind project had a strong response and attracted 50 million earned media impressions, primarily based on PR coverage. The Blinkwashing site garnered 500,000 pageviews in the first week alone. Even more, it let viewers create their own unique, fun experience while learning more about our brand.

57

Referral sites linked Blinkwashing globally in first week

500K

Pageviews in first week

Launch Date 16 September 2013