Virgin Mobile will launch a program dubbed "SugarMama" that allows customers to get 75 minutes of airtime FREE....


For those of you who are not familiar with Virgin Mobile, that basically equates to $7.50 or $0.10 per minute for the financially-challenged.
In order to obtain thier FREE minutes, a customer will have to spend 75 minutes a month being inundated with advertisements from Microsoft, Pepsi and Truth, an anti-smoking campaign targeted at youths. And to top it off, viewers have to correctly answer questions to validate that they indeed watched/read the advertisement.
You have to be #@$& kidding me. Waste 75 minutes out of my month and take a test just to get $7.50 of free airtime.
Ahhhh but then again... I'm not the target audience of 14-to-25 year olds either, who have plenty of time between school, studying, and extracurricular activities.
The geniuses at Virgin who came up with this crap overlooked one small component to this idea, which would be that these individuals aren't probably paying the service anyway since most likely the bill is being financed by Mom and Dad -- so it's technically already FREE.
I think CMO Howard Handler needs to go back to the drawing board and focus on how Virgin Mobile can enhance the products and services they currently offer with unequivocal value, instead of selling out it's 4 million consumers to advertisers just to finance its Chairman, Richard Branson's, crazy-ass adventures–
After this is implemented, I'm sure everyone will not be Virgins much longer.

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ABOUT THE AUTHOR

Scott Petinga is headquartered in Plymouth, MN. For more information, visit www.petinga.com. Read more of Scott's writing on the MarketingProfs blog, the Daily Fix.