Virgin heats up the holidays with Global, Famous Players and Cineplex

Virgin Mobile wants to drive new Hot Box mobile activations - and they're teaming with national brands to do it. Late last week, the mobile company got cozy with Global TV in a campaign to drive viewer numbers in the last episodes of Survivor: Guatemala. Folks are encouraged to watch the show, and then log in to globaltv.com to enter in a contest for a trip for two to Richard Branson's private island. But Global isn't Virgin's only suitor. Famous Players and Cineplex Odeon theatres are getting in on it too. A national promo teams up the mobile carrier and the theatre chain to send yet another pair of folks to Necker Island. Campaign executions include in-theatre ads, print ads in Famous Magazine and online entries via famousplayers.com. Toronto-based Wills & Co. bought the media.