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Virgin Mobile woos shoppers with free beer

September 28, 2009

The new Virgin Mobile web site in Australia uses new nomenclature when describing its customers — in fact, they are no longer called customers, but rather "members."

That's a change that applies to the in-store experience as well, according to Good Gear Guide:

Virgin Mobile's new member program will offer its customers extra benefits including discounts, VIP access to music gigs and special deals with products from the Virgin brand family, such as Virgin Blue airlines and Virgin Car Insurance.

"Our existing customers are just as important to use as new ones so we're excited to introduce a host of benefits," said Peter Bithos, CEO Virgin Mobile Australia.

One of those benefits is the stuff of grass-roots marketing legend: Free beer. Members age 18 and over can log onto the new Members Lounge area, and in return they get an SMS voucher for a free pint from selected venues.