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Incentivated and 20:20 London create mobile media first for Virgin 1

Digital agency 20:20 London has teamed up with mobile agency Incentivated to deliver a ground breaking campaign for Virgin 1 to promote its upcoming TV series "Terminators: The Sarah Connor Chronicles".

Terminators has been a smash hit in the USA where it has pulled in over 18 million viewers. It was the biggest rating scripted show on Fox for 8 years and will be launched in the UK on February 21st.

Incentivated and 20:20 London have developed a mobile video campaign which utilises location based technology, and merges in names and mobile numbers to create a personalised video. This is a media first.

Participants input their friend's mobile number into a website (www.terminate-a-mate.com). The friend is then sent an SMS warning that terminators are near by; if they then give permission for their location to be revealed by their network, a personalised video featuring their name, mobile number and a map of their location is delivered to their handset. The 'made for mobile' video simulates the Terminators hacking onto the handset. To see the video, please visit http://uk.youtube.com/watch?v=JlS7eCUvV7E

The campaign complies with viral rules: the recipient's details are not retained.

Peter Riley, Founder and Creative Partner of 20:20 London comments:

"2008 is the year of mobile and I'm delighted my agency has teamed with Incentivated to give Virgin 1 customers a unique engaging digital experience."

Jonathan Bass, Managing Director at Incentivated comments:

"We're proud to have partnered with the risk-taking 20:20 London in delivering this engaging mobile experience for Virgin 1. The campaign fuses video downloads, location based services and mobile maps, pushed via online sign-up, and will create strong awareness and talkability in the critical days ahead of the TV launch".

The project was negotiated by Peter Riley at 20:20 and David Fieldhouse at Incentivated.