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As the iconic underdog battler brand on the Australian mobile scene, Virgin Mobile had all the right in the world to leap into social marketing boots and all. Our team at Publicis Digital in Auckland – Andre, me, Jeremy and Rochelle – conceptualised and designed an approach designed to break through the corporate culture and treat Virgin Mobile “members” like, well, rock stars.

Based in a slick, ultra-fluid site built by our team in Australia, and driven via a Twitter feed packed with surprise gigs, topups, freebies, shoutouts and more, the Members’ Lounge leverages Virgin’s unique personality and familiar rock star personality to create what was at the time a completely new style of customer retention community, pushing highly customised content and offers to Virgin Mobile customers – or should we say, members. One of those wonderful projects when strategy, ideation, design, development, the web tools to make it happen and a fully engaged client results in something really cool. Me likey.