Christina Aguilera as she’s never been seen before is the star of our latest online viral and buzz marketing campaign for Virgin Mobile.

We’re planning, seeding and tracking our sixth Virgin Mobile online viral and buzz marketing campaign, pre-launching the latest ‘Idle Thumbs’ TV commercial, featuring pop star Christina Aguilera caught in a seemingly compromising position. The campaign promotes Virgin Mobile’s standard on-net 3p text tariff.

James Kydd, brand director for Virgin Mobile, said:

We’re continuing our successful series of strategic online viral campaigns with DMC, launching a special version of the latest Idle Thumbs ad online before its mainstream TV release next week. Following the popularity of the Wyclef Jean and Busta Rhymes ads, we’re giving online fans the first exclusive access to our new celebrity ad, this time starring Christina Aguilera in a drama that sends up the kind of media coverage celebrities have to endure. We expect the viral campaign to further widen our brand awareness among the culture-driving, technology-savvy online audience.

The campaign’s wry film clip ‘Xtina Spotted’ is a 40″ viral version of a TV ad created by Rainey Kelly Campbell Roalfe/Y&R. The clip shows the new-look Christina Aguilera having some innocent fun in a boardroom. She’s spotted by two construction workers who get the wrong idea, reach for their phones and create a media circus. The ad then repeats the now-familiar warning ‘The devil makes work for idle thumbs’, encouraging viewers to join Virgin Mobile where they can text another customer for only 3p. The online version of the ad also invites viewers to click through to a Virgin Mobile website, where they can find other file formats of the clip, find out more about Virgin Mobile and the Idle Thumbs promotion, and link through to Christina’s official fan site.

The viral campaign is being seeded as ‘advertainment’ content via our online influencer network, as well as being featured on music, celebrity and lifestyle websites.

Virgin Mobile is again using our online viral seeding expertise strategically to maximise the spread of the campaign. Our online film-tracking system will also provide real-time accountability of the film’s views and hotlinks in order to quantify the impact the campaign has on brand awareness.

Check out Xtina Spotted clip here