Virgin Mobile USA inks Limbo deal for content

By Mickey Alam Khan

April 10, 2008

Rob Lawson, cofounder and president of Limbo

Mobile entertainment community Limbo has struck a deal with Virgin Mobile USA Inc. to offer programs to the mobile virtual network operator’s customers.

The yearlong agreement calls for Limbo’s content and games to target Virgin Mobile USA’s 5 million customers.

“We’ve done similar programs for Verizon, Sprint, Alltel and others,” said Rob Lawson, cofounder and chief marketing officer of Limbo, Burlingame, CA.

“They’ve proven very successful for everyone involved, scoring off the charts in terms of customer satisfaction and stimulating users to higher levels of data services ARPU,” he said.

Limbo, which is the leading mobile entertainment community, will offer monthly and quarterly promotions through SMS blasts and on VirginXL.

For example, Virgin Mobile USA customers can play either Limbo Grab or Limbo Unique through SMS or WAP.

Players stand a chance to win prizes such as $1,000 cash, a 42-inch LCD television set or a 2008 convertible Ford Mustang.

Official rules for the campaign are available at http://www.limbo.com/virgin.

The overall goal is “to entertain Virgin Mobile’s users while at the same time driving increased SMS volume and user retention for Virgin Mobile,” Mr. Lawson said.

“It’s all about engaging and entertaining subscribers in a unique, compelling manner,” he said.