During the MTV Awards shows, VMU users and attendees lit up the dancing area with flashing phones. One VMU user won access to the awards and starred in her own 15-second billboard. Prior to the live performance by the band D12, VMU gave their users exclusive rights to download a D12 ringtone. A special voting category for "Best Cameo" at the Awards was available exclusively to VMU users only. VMU also simulcast the Awards in cinemas around the country. VMU users flashed their phone to get in free.

Virgin has become one of the fastest growing wireless providers in the US. Over half of their customers have downloaded ringtones which represents approximately 8%* of the total US ringtone market – a number disproportionately larger than its total wireless market share.(*) Source: IDC Reports