In an effort to compete with the major competitors in the mobile market, Virgin Mobile launched the BlackBerry Pearl. To get a product that was already being offered by our competitors noticed and appeal to our 20 something target, we needed to serve up the product in a new and exciting way. Therefore, a microsite was developed to capture the day in the life of our target. The result: a sexy and engrossing video that demonstrates all of the ways a BlackBerry Pearl from Virgin Mobile enhances our target’s life. Within days of launching, the blogging community started buzzing about the microsite, helping to drive 25,000 unique visitors in the first month live.