Search past winners/finalists

Sprint Prepaid Brands

ABA11 Winner / How to Enter

Company: Sprint Prepaid Brands, Warren, NJ
Company Description: Sprint’s prepaid portfolio includes the following brands: Assurance Wireless, Boost Mobile, Common Cents Mobile and Virgin Mobile. Each brand is customized to appeal to a specific customer segment within the expanding prepaid market, all without contracts and all on the Nationwide Sprint Network.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Consumer Event

Nomination Title: Virgin Mobile FreeFest

    The date on which this nominated production was first presented:

        Inaugural Virgin Mobile FreeFest: August 30, 2009
Second Virgin Mobile FreeFest: September 25, 2010

    Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, []:

        Virgin Mobile Festival, a two-day music festival and ultimate fan experience,
launched in 2006 at Pimlico Racetrack in Baltimore, Maryland with tens of
thousands of fans experiencing the magic every year since. In 2009, the concept
behind making one of the largest and most critically acclaimed music festivals
free was born with a focus on giving back to people who are less fortunate in a
struggling economy. The first Virgin Mobile FreeFest rocked-out hard with Blink-
182, Franz Ferdinand, Public Enemy, Weezer and more leaving 25,000 fans giddy
with good karma by donating over 30,000 hours of community service  through
Virgin Mobile’s FREE I.P. program. This program encouraged fans to volunteer
eight hours of time for an upgraded VIP seat (the best seat in the house).  In
addition, more than $80,000 was raised to benefit homeless youth organizations.

        Virgin Mobile continued its commitment to give back with the 2010 Virgin Mobile
FreeFest including more than 40 acres of “free” and fan engagement through more
than a dozen partner activations all adding up to deliver an experience like no
other. The 2010 Virgin Mobile FreeFest brought an amazing line-up of artists
and bands to Merriweather Post Pavilion in Columbia, Maryland for free once
again!  The A-List line-up included headliners Ludacris, LCD Soundsystem, MIA,
Jimmy Eat World, Thievery Corporation amongst 17 other acts including Pavment,
Edward Sharpe and the Magnetic Zeros, Joan Jett & The Blackhearts, The Temper
Trap, Matt & Kim, Yeasayer and in the dance forest Wolfgang Gartner,
Modeskeletor, Neon Indian, and more.

        Once again in 2010, Virgin Mobile’s strategy for launching this consumer event
was to lighten things up in a face of a rough economy while raising awareness
for homeless youth through Virgin Mobile’s charitable initiative, The
RE*Generation, a generation helping its own.  But what really set FreeFest
apart from other events is how it has been designed to make it easy for
participants to pay it forward.  Although 35,000 tickets were scooped up online
in just minutes, Virgin Mobile’s FREE I.P. program, returning for the second
year, allowed fans still in need of tickets to volunteer their time at youth
homeless organizations to earn their way into this year’s festival. In exchange
for a day of “free,” fans were encouraged to make a $5 donation in support of
The RE*Generation; those who made the donation received a 2010 Virgin Mobile
FreeFest mix that mashed up the entire lineup in just 20 minutes.

        This year, Virgin Mobile FreeFest amped up the charitable component and
strongly encouraged concert goers and fans to beat last year’s goal in terms of
donations attributed to this event.  That goal was achieved with Virgin Mobile
FreeFest 2010 raising a total of $200,000 – all of which benefitted homeless
youth organizations Sasha Bruce Youthwork and Green Chimneys – and attendees
volunteered a collective 25,000 hours.  Virgin Mobile FreeFest’s main
communication objective of raising money and giving back to the community while
providing a rocking experience have met the expectations of fans across the

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Event agency: Mother New York
Website development agency: One Trick Pony