Three films were made specifically for online viral use only, for initial seeding to online viral users (mostly males aged 16-35). One film (‘Friends’) was used as the main campaign seeding material, with the other two (‘Angry’ and ‘Pub Quiz’) used as additional content on the campaign landing page. The main aim of the campaign was to take a friendly poke at the Orange ‘Learn’ advertising campaign and share the joke with peers and customers, generating a buzz for the Virgin Mobile brand. Through the films’ endframes, viewers could visit a spoof web page for further interaction with the brand