As part of Virgin Mobile’s efforts to build its brand online in the cheeky and irreverent way it’s loved for, Hill+Knowlton designed a PR campaign for Virgin Mobile Canada to promote the launch of its new “Love Button” application on Facebook. Our program included a celebrity launch event and media tour in Toronto with actress and singer Mandy Moore, who helped Virgin Mobile show its love. This was followed by a crowd-sourced “Love Fest” protest outside Facebook Canada’s head office. As a charitable tie-in, Virgin Mobile pledged to donate $0.05 for every item “loved” on Facebook to the Red Cross to support disaster relief in Japan. The campaign was a huge success, generating more than 22 million media impressions. It also raised $25,000 for the Red Cross and vaulted the “love button” to an approved Facebook app.