The couple first appeared in traditional advertising commercials and print for Virgin Mobile, in character as Sparah which mocked the absurdity of the celebrity fame game. But then we programmed their lives day and night in Hollywood world. We used the very celebrity machine we were spoofing to get as much press and attention on Sparah as possible. It was life imitating art imitating life. Their story played out on an episodic reality show, celebrity and pop culture blogs, gossip magazine pages, celebrity Twitter feeds, and television appearances. All the drama and buzz was documented chronologically in real time on sparah.com, the entertainment destination for followers of the couple.

Every time the couple appeared in headlines, they were referred to as either a Virgin Mobile spokesperson or Virgin Mobile’s celebrity couple. And Sparah constantly used their new Virgin Mobile phones to film and photograph their incredible journey, Tweet and post the newest juicy bits, and stay connected to their growing audience.

As a result of this multiplatform, press-hungry narrative approach Virgin Mobile was able to garner over 250,000,000 impressions to date. We increased over year phone sales, and reached the highest brand awareness in our history.