Digital Media Communications (DMC) is planning, seeding and tracking its seventh strategic Virgin Mobile online viral and buzz marketing campaign, released today and featuring a quirky ‘toilet humour’ theme to celebrate the mobile communications provider’s past year of awards for outstanding customer service.

James Kydd, brand director for Virgin Mobile, said: “We’ve enjoyed continued growth over the past year and since launch we have attracted more than 4 million customers. We also have a number of prestigious customer satisfaction awards under our belts – including Best Pre-Pay Package and Best Customer Service at the Mobile Choice Consumer Awards, and Complaints Team of the Year at the National Customer Service Awards. This seventh release in our successful series of online viral campaigns with DMC carries on our strategy of providing online viral users with exclusive, entertaining material in order to reinforce and continue to widen our brand awareness.”

The campaign’s amusing, tongue-in-cheek film clip - ‘Best Hands’ - was created by Rainey Kelly Campbell Roalfe/Y&R. The clip shows a swanky nightclub’s po-faced toilet attendant taking service levels to an extreme by literally providing hands-on service to the club’s privileged members… The viral clip then invites viewers to click through to a website, at, where they can find other file formats of the clip, find out more about Virgin Mobile’s award-winning services, and link to other entertaining viral clips in the ongoing Virgin Mobile series – including one featuring Busta Rhymes.

The Best Hands viral campaign is being seeded as ‘advertainment’ content via DMC’s online influencer network, as well as being featured on music, sport and lifestyle websites.

“Virgin Mobile understands the consumer-driven, peer-to-peer benefits of viral marketing, creating highly appropriate creative material and using our online viral seeding expertise strategically to kickstart buzz and maximise the spread of this entertaining campaign,” said DMC’s managing director Justin Kirby. “Our online film-tracking system will also enable them to quantify the impact the campaign has on brand awareness.”

You can see the campaign’s film at:


Notes to editors

About Digital Media Communications (DMC at
Founded in 1994, DMC are the online viral and buzz marketing experts.

They have successfully completed over 500 online marcoms projects including branding campaigns and tactical promotions for the likes of Baileys, Burger King, Ben & Jerry's, Coca Cola, Mitsubishi and Powergen.

Since January 2000, they have specialised in online viral and buzz marketing for major brands, including Diesel, EA Sports, Eidos, Levi’s, Mates, Mazda, MTV, Sony Ericsson, Ubi Soft, Virgin and Xbox.

If you would like further information about DMC and their clients, or wish to interview Justin Kirby, please call 020 7544 1305 or email

For further information on Virgin Mobile:
Virgin Mobile Press Office: 0845 6006272 or
Alison Bonny: 07802 430276 or
Joanne Baker: 07941 233 300 or

About Virgin Mobile:

Since its launch in November 1999, Virgin Mobile has attracted more than 4 million customers.

Virgin Mobile, the UK’s largest mobile virtual network operator, is owned by Sir Richard Branson's Virgin Group and uses T-Mobile's network.

In the UK, Virgin Mobile phones are available direct on 0845 6000 600; on the web at or on the High Street at approximately 5,000 outlets including Virgin Mobile Specialist Stores, Virgin Megastores, Megastore Express, Sainsbury, Tesco, Safeway, Asda, John Lewis, Littlewoods, Argos, The Link, Dixons, Carphone Warehouse, Curry's, Comet, Phones 4 U, TOMO, Woolworths, Toys R Us and Rymans.

Virgin Mobile employs more than 1,400 staff on four sites, Trowbridge, London, Daventry and Middlesbrough. It has been voted one of the top 50 places to work in Britain for two years running in an annual Financial Times survey.

Published on: 12:00AM on 3rd June 2004