Groupie-like sponsors rush to Virgin Festival

As no fewer than 35 hot bands head to Toronto Island Park this weekend for the two-day Virgin Festival extravaganza, more than a dozen marketers are in hot pursuit. First in line are chief sponsors Virgin Mobile Canada and MuchMusic, followed by Future Shop, Royal Bank of Canada, Nokia, Labatt, Bacardi, Levi's, Adidas, Axe, Xbox, Energizer and General Motors of Canada.

MuchMusic.com will webcast the performances live while fans who don't hop the ferry can catch artist interviews by logging onto MuchAXS, MuchMusic's viewer-controlled broadband video community. Fans on site at the fest who have photo- and video-capable wireless handsets can share their concert experience by beaming stills and video direct to MuchMusic.com. The best will be posted in real time to create a fan-generated gallery (delivered with content partner Filemobile). As well, MuchLOUD will air The Wedge @ Virgin Festival, a 30-minute documentary on the event, on September 15 at 11:30 p.m. ET.

www.virginfestival.ca, www.muchmusic.com
By Staff 
September 7, 2006

As no fewer than 35 hot bands head to Toronto Island Park this weekend for the two-day Virgin Festival extravaganza, more than a dozen marketers are in hot pursuit. First in line are chief sponsors Virgin Mobile Canada and MuchMusic, followed by Future Shop, Royal Bank of Canada, Nokia, Labatt, Bacardi, Levi’s, Adidas, Axe, Xbox, Energizer and General Motors of Canada.

MuchMusic.com will webcast the performances live while fans who don¡¦t hop the ferry can catch artist interviews by logging onto MuchAXS, MuchMusic’s viewer-controlled broadband video community. Fans on site at the fest who have photo- and video-capable wireless handsets can share their concert experience by beaming stills and video direct to MuchMusic.com. The best will be posted in real time to create a fan-generated gallery (delivered with content partner Filemobile). As well, MuchLOUD will air The Wedge @ Virgin Festival, a 30-minute documentary on the event, on September 15 at 11:30 p.m. ET.

www.virginfestival.ca, www.muchmusic.com