Mocknews: the medium is the message, or is it? Virgin Mobile messes with readers + Mayor Da Vinci lays down the law

Advertisers are pushing the limits to get attention, and they're getting in the news to do it. We're not talking public relations. This is news hijacking - and innovative media buys/plans are key to this 'gotcha' phenom. Case in point? Virgin Mobile and TV drama DaVinci's City Hall. True story: If you happened to pick up a copy of free daily, 24 Hours last week, you may have been struck by the headline that read: 'Magical reindeer ate my phone.' No, this isn't a joke - it's a tongue-in-cheek tactic employed by Virgin Mobile to nab readers' attention.

The mock news bit is just the first of many holiday tactics up Virgin's sleeve, says James Powell, sr. manager, brand and communications. Powell insists that readers of 24 Hours loved the stunt and the paper is now being inundated with requests from other brands to do the same. Building on the current reindeer-themed TV spots on rotation now and to push sales of the Virgin Mobile Hot Box, he says: 'Keep your eyes peeled. Hundreds of reindeers [in various sizes] will be finding their way into the lives of Canadians in December.' Creative for the campaign was done by Lowe Roche, with media buying managed by Wills & Co., both of Toronto.

By Pia Musngi
November 22, 2005

Advertisers are pushing the limits to get attention, and they’re getting in the news to do it. We’re not talking public relations. This is news hijacking – and innovative media buys/plans are key to this ‘gotcha’ phenom. Case in point? Virgin Mobile and TV drama DaVinci’s City Hall. True story: If you happened to pick up a copy of free daily, 24 Hours last week, you may have been struck by the headline that read: ‘Magical reindeer ate my phone.’ No, this isn’t a joke – it’s a tongue-in-cheek tactic employed by Virgin Mobile to nab readers’ attention.

The mock news bit is just the first of many holiday tactics up Virgin’s sleeve, says James Powell, sr. manager, brand and communications. Powell insists that readers of 24 Hours loved the stunt and the paper is now being inundated with requests from other brands to do the same. Building on the current reindeer-themed TV spots on rotation now and to push sales of the Virgin Mobile Hot Box, he says: ‘Keep your eyes peeled. Hundreds of reindeers [in various sizes] will be finding their way into the lives of Canadians in December.’ Creative for the campaign was done by Lowe Roche, with media buying managed by Wills & Co., both of Toronto.

In other fake news, the Canada News Wire has run press releases issued by the office of Mayor Dominic Da Vinci of CBC drama Da Vinci’s City Hall fame. A previous news release has the fictional mayor naming a ‘red zone’ in Vancouver. And in yet another release, Da Vinci proposes cross-training his fire and police teams. The faux releases look just like any on the wire, complete with logo and a press contact. Call the number at the bottom and what do you get? A pre-recorded message inviting you to tune in to the show.

‘We’re working with the angle of life imitating art and vice versa,’ says Tim Mudd, manager of business affairs for Haddock Entertainment, the prodco behind the show. ‘We’re trying to entice political reporters to cover our show and see it as timely and topical. We’re reaching out to a segment of viewers that may not have the show on their [political] radar.’ When asked if there will be more news coming out of Mayor Da Vinci’s office, Mudd says: ‘The only thing I can say is, watch this space.’ Look out, David Miller.