Virgin Records targets forgetful men with Valentine's Day mobile marketing campaign

Emeli Sandé's album Our Version of Events billed as the perfect Valentine's gift

Virgin Records is targeting male shoppers this Valentine’s Day with a location-based mobile messaging campaign using the Weve platform.

The marketing campaign, planned by the7stars, aims to help men with a last minute Valentine’s surprise for their loved one. Based on location, male shoppers will receive a message with details of the Emeli Sandé album – Our Version of Events – when they are near to a Tesco store.

The mobile marketing messages will be supported by an online push via search and social networking sites, Facebook and Twitter, as well as display digital across desktop and mobile. Creative copy for the campaign has been produced in-house by Virgin Records.

“To be able to use such a targeted service as this is invaluable, especially during a gifting period so open to last minute suggestions,” comments Ian Carew, senior marketing manager at Virgin Records.

Following on from Valentine’s the7stars has also planned campaign activity for Virgin Records using the Weve platform around Mother’s Day in March.

Lucy Ostermeyer at the7stars added: “This is a highly tactical and timely campaign. Male shoppers are notorious for leaving gift-buying to the last minute. Using Weve’s location-based platform, we have been able to create a service which is the ultimate in convenience present purchasing.”

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