Record Label Loses its Location-Based Virginity for Valentines Day
- Wednesday, February 13th, 2013
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Virgin Records has launched a location-based mobile messaging campaign on the Weve platform to promote the Emeli Sandé album, Our Version of Events.
The campaign, planned by media agency the7stars, targets male shoppers while they are in close proximity of a Tesco store – the idea being that they will buy the CD for their girlfriends in time for Valentine’s Day.
“To be able to use such a targeted service as this is invaluable, said Ian Carew, senior marketing manager at Virgin Records, “especially during a gifting period so open to last minute suggestions.” 
Its not the first campaign to ever run on the Weve platform, which combines the customer data of O2, EE and Vodafone subscribers – it came out in interviews a week ago that Nike and Morrisons had both run campaigns with Weve – but its the first time to our knowledge that a brand has openly announced it is running ads with the operator joint venture.
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