Mobile

Looking to split people up, Virgin Mobile & OkCupid pair for ‘National Breakup Day’

Not feeling Valentine’s Day? Neither are wireless carrier Virgin Mobile and online dating service OkCupid.

The two companies are hijacking the “Hallmark holiday” with their own campaign that runs tomorrow, the day before V-Day. On “National Breakup Day,” Virgin Mobile wants to get people to break up with their wireless carriers and snuggle up with the aptly named Virgin. The wireless company will give $100 off a Samsung Galaxy S II 4G (purchased online) to anyone who terminates their phone contract (or just anyone who wants to give Virgin Mobile a try).

“We want people to understand that they don’t have to be stuck in a bad relationship,” said Ron Faris, the head of brand marketing for Virgin Mobile USA, in a statement. “If you’re in a tough spot, whether it’s with your significant other or your current phone carrier, why delay the inevitable? Just break free!”

OkCupid is giving folks relationship advice via Virgin Mobile’s @VirginMLive Twitter account. The IAC-owned dating service will offer up “relationship experts” to answer questions and give tips on making your online profile better so you can meet new people online. The conversations will be marked under the hashtag #CupidConfessions.

“We want to make sure that anyone who is single on Feb. 13, has the tools to get back into the dating game,” OKCupid founder Christian Rudder said in a statement.

This is clearly a shrewd marketing campaign designed to attract attention for dumping on a holiday, but we can’t help but like the gusto for a nontraditional Valentine’s Day approach to shilling products.

Broken heart photo via Shutterstock


Mobile developer or publisher? VentureBeat is studying mobile app analytics. Fill out our 5-minute survey, and we'll share the data with you.