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Virgin Mobile's 'Fair Go Bro' Promotes The Lesser Known Doug Pitt

By: Katherine Vong - Published: • References: fairgobro.au & brandingmagazine
Do you know who Doug Pitt is? He's Brad Pitt's brother, and he isn't actually a celebrity, but Virgin Mobile Australia plans to change that with its latest campaign 'Fair Go Bro.' The Fair Go Bro campaign aims to promote Doug Pitt while simultaneously rebel laugh in the face of typical marketing campaigns that use celebrity endorsements.

The campaign, created by Euro RSCG and One Green Bean, comprises a commercial modeled after MTV Cribs and a dedicated website. Both focus on one goal: to get more Facebook 'likes' for Doug Pitt. The overall aim is to make Doug Pitt more famous, so the website is updated every time the number of 'likes' for Doug reaches a certain number. At these milestones, the site will reveal Doug at another stage of his celebrity "transformation," as well as provide visitors with chance to win deals from Virgin Mobile. Stats for Celeb Brother Support Campaigns Trending: Older & Chilly
Traction: 301 clicks in 125 w
Interest: > 3 minutes
Concept: Doug Pitt
Related: 47 examples / 36 photos
Segment: Neutral, 12-55
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