We’ve launched a web-first viral campaign featuring a not-yet-released ad of hip hop star Busta Rhymes doing an unwitting striptease.

We’re planning, seeding and tracking our fourth Virgin Mobile online viral and buzz marketing campaign, pre-launching the latest ‘Idle Thumbs’ Christmas TV commercial featuring hip hop star Busta Rhymes getting naked to promote Virgin Mobile’s standard on-net 3p text tariff

James Kydd, brand director for Virgin Mobile, explains:

Part of our brand identity that our customers love is a quirky sense of humour - and the latest ‘Idle Thumbs’ ads are our funniest yet. Following on from the Wyclef Jean ads that were hugely popular, we’ve made two ads (’Bling’ and ‘Butt Naked’) that feature Busta Rhymes getting into some sticky situations. We’re using DMC’s online viral and buzz marketing expertise again, this time to pre-launch ‘Butt Naked’ on the web before its mainstream TV release on December 8, so we can widen brand awareness among the culture-driving, technology-savvy online audience.

The campaign’s cheeky ads were created by Rainey Kelly Campbell Roalfe/Y&R and directed by Paul Hunter, who has been responsible for directing a number of high-profile music videos for stars including Britney, Madonna and Michael Jackson. ‘Bling’ - already released on TV - results in Busta literally going down the pan, while ‘Butt Naked’ features him doing an unwitting striptease for his fans. The online versions of the ads invite viewers to click through to www.bustabutt.com, where they can see each clip and find out more about Virgin Mobile and Busta Rhymes.

The viral campaign is being seeded as advertainment content via our online influencer network, as well as being featured on music and lifestyle websites. Our online film-tracking system will also provide real-time accountability of the films’ views and hotlinks in order to quantify the impact the campaign has on brand awareness.

Check out the clips at the Busta Butt microsite here