In a $15 million holiday campaign, Virgin Mobile gives new meaning to integrated marketing with the celebration of a made-up holiday. Its spots feature a Bing Crosby-esque singer warbling in a snowscape, two rabbis playing piano and an African musician, a caveman, a Buddhist monk and a Santa of Indian extraction on a sleigh.
"It's OK if you're a Muslim, a Christian or a Jew; it's OK if you're agnostic and you don't know what to do; an all inclusive celebration, no contractual obligation," the lyrics go as the camera pans a druid and a leprechaun, who talks about "going both ways." The spot ends with Tiny Tim hobbling out with a cane and saying, "This is going to be the best Chrismahanukwanzakah of all."
The effort, running in December magazines, radio stations in 30 markets and cable networks such as MTV through Dec. 24, includes a drop of post cards given out in restaurants, clubs and other locations, which can be folded into holiday cards. An example of the sentiment inside:
The eve of Chrismahanukwanzakah,
Oh what a joyous night.
Whether Christian, Jewish, Mormon
Have a joyous Chrismahanukwanzakah.
"An all-inclusive phone deserves an all-inclusive holiday," said Ari Merkin, executive creative director of the campaign at Fallon, New York.
Virgin is offering pay-as-you-go customers one of the first free phones with a camera, and free Friday and Saturday night calling periods.