Marketing Week - Virgin Mobile is launching a year-long mobile marketing campaign to link its brand to music.

The Q Jump campaign will allow its customers to jump to the front of the queue at music gigs around the country using mobile ticketing.
Advertising at participating venues will encourage Virgin Mobile customers to text the word Qjump to 26666 to receive a Q Jump ticket to their handset. The unique barcode on the tickets can then be redeemed at the venue.

Virgin Mobile has previously tested mobile ticketing at the V Festival and trialled the Q Jump service at the Carling Academy Birmingham last month.
"The success of our mobile ticketing campaign at V Festival has encouraged us to expand the concept," said Rosie Newey, sponsorship and events manager at Virgin Mobile.

Flytxt is providing the mobile marketing technology for the campaign while ActiveMedia Technology will provide the mobile voucher and redemption service.
Flytxt has a strong track-record of running national campaigns for operators after its success with the Orange Wednesdays, two-for-one cinema ticketing promotion.