With the growing popularity of Katy Perry, Virgin Mobile Canada formed a partnership with Katy Perry – becoming the title sponsor of the California Dreams Tour 2011 in Canada.
The Katy Perry California Dreams Tour sponsored by Virgin Mobile was activated at 9 shows in 8 markets across Canada. The program consisted of 4 consumer activation areas with various branding throughout the arena. The 4 activations were: “Katy Me” Studio, 2 “Katy Shore” ‘candy beach’ scenes, and a Giant Gumball Machine-based sweepstakes.
Agency: Mother
CD: Piers North
AD: Matt Hallock
CW: Richard Langhorne
Mother: Kristine Yapp
Producer: Jim Striebich