20 October 2009

With the help of agency partners Bray Leino and iblinkworld, Brawn F1 sponsor Virgin Media has pulled off a major marketing coup by lining up new World Champion Jenson Button to race tomorrow (Tuesday) at a specially designated circuit at Bluewater shopping centre - a first for F1 and the first time a shopping centre has ever staged a racing event of this nature. With Brawn also winning the constructor's championship, Button's appearance becomes the highlight of Virgin Media's SpeedWeek50 experiential event - a  7 day programme that began on Wednesday October 14th to showcase the company's ultrafast 50MB broadband service.   

 Virgin Media's PR agency Bray Leino is orchestrating the media event, having partnered with retail marketing specialist iblinkworld. iblinkworld was brought in to produce the programme and activate the brand experience for shoppers.  

Bluewater has undergone a Virgin Media makeover as it gears up for Jenson's arrival with LCD posters, publicity material and most notably, a huge SpeedWeek50 display beamed onto the famous Bluewater cliff.

Celebrating all things fast and furious, petrol heads are enjoying the SpeedWeek50 experience through a host of activities. Speed freaks can challenge their friends to a race on the latest super-fast Formula 1 Scalextric track or put the pedal to the metal with the new Codemasters Colin McRae: DiRT 2 game on Xbox 360. Bluewater visitors can road test Virgin Media's ultrafast 50Mb broadband in the best possible way, by catching up with Jenson's stunning championship winning drive on BBC's iPlayer, using Hewlett Packard's new Touchsmart PCs. They can also try out the latest gadgets from Virgin Media, including the V+HD box, which pauses, records and rewinds live TV, or TV On Demand, which gives instant access to thousands of TV shows, music videos and films. Samsung too has joined the party, showcasing their latest touchscreen smartphone, Samsung Jet, the fastest full touch handset on the market today.

For more information see Virgin Media's SpeedWeek50, visit www.virginmedia.com/speedweek50.

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