This holiday promotion assignment came at a critical time in Virgin Mobile's year. The two-year-old, pay-as-you-go, wireless upstart needed to increase the number of subscribers in the face of a sea of hard-selling offers from competitors.Virgin Mobile's all-inclusiveness made it a perfect gift. A new creative campaign brought this idea to life with the invention of an all-inclusive holiday-Chrismahanukwanzakah. The campaign included an online viral e-card and a free ringtone of the campaign song. Besides meeting impressive sales goals, Chrismahanukwanzakah became a viral hit with 336,00 page views of the e-card and 285,000 ringtone downloads.