Why am I convinced that this isn’t going to work? News that in an attempt to capture the attention of America’s text-message-crazed youth, three advertisers have joined forces with Virgin Mobile to offer kids a deal: watch our ads and get free minutes on your phone. So far Microsoft’s Xbox, Pepsi’s Diet Mountain Dew, and the anti-smoking Truth campaign have signed up with the pay-as-you-go wireless service, aimed at 14-to-24 year-olds, to send text messages to subscriber’s phones. The messages, which are sent from “SugarMama,” prompt users to watch ads on the Virgin Mobile Web site, and answer questions about them afterward, in return for airtime. In the words of SpokesHack Howard Handler, CMO, Virgin Mobile USA, Warren, N.J. “Young people look at great advertising and great marketing as yet another form of great entertainment,” Listen Howard baby… A large percentage of today’s youth are turned off by overt commercialism and advertising. That’s why many are increasingly turning to “Non-Brand, Brands.” I’ll check back in six months and see how you guys are doing.
We interupt this gibberish for an ad!
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