Penny-pinchers can join the cause by documenting the execution of some sort of penny-saving mission, then uploading their videos, pics or stories to the STGG site. Furthering the user-generated content cause, the site also features a live message feed—Virgin Mobile users can text a message to a special code and watch their words of wisdom broadcast on the site in real-time. Rounding out the site's offerings is the Penny Story page, which tracks the journey of one adventurous penny equipped with a microscopic tracking device as it travels across the country; information about the Penny Truck's tour of Virgin Megastores and other locations throughout the Northeast; and downloads including propaganda posters, stencils and the fashionable Abe mask from the TV spots.
"It's all an effort to get users participating in the brand, expressing themselves and feeling like they're a part of the Virgin community," says art director Dylan Bernd. "Texting is huge anyway, so why not give kids an affordable way to text, as well as a chance to experience some awesome branded content by wreaking havoc in the name of pennies?"