Virgin Mobile wants Canadian Vice readers to wrap it up. As part of its holiday promotions and just in time for the launch of the mobile brand’s Hot Box, (an all-in-one mobile starter kit complete with its newest phone offering), Virgin Mobile is including ‘super hot holiday’ wrapping paper with the December issue of youth mag Vice. The Virgin Mobile Miracle promo also names cinema chain Famous Players as a partner, with street teams giving out the ‘re-gifting’ paper and other swag at theatres across the country during the month of December.

‘The objective here is to build on the launch of our Hot Box,’ explains James Powell, Senior Manager, Brand and Communications at Virgin Mobile. ‘The theme is ‘have a super hot holiday.’ We’re really playing off Vice readers’ intelligence and [in the future] we’re waiting on more opportunities to work closer together.’

The promo features wrapping paper complete with illustrated holiday angels that are more naughty than nice. A card insert suggests uses for the paper as well as a call to action for folks to check out the brand’s new Hot Box. A contest element invites customers to enter a contest to win one week’s stay at Virgin Mobile president Richard Branson’s private island paradise – Necker Island in the Caribbean.

OOH and print buys are slated to launch the week of November 7, with online rich media ad buys launching at the same time. The creative for the promo was done by Virgin’s in-house team with Hot Box creative handled by Helios Design Group. Media was handled by Toronto-based Wills & Co.

Virgin Mobile and Vice brands target 18-24s, skewing male.