In 2002, CooperKatz planned and executed a two-pronged launch strategy for Virgin Mobile USA, as it ramped up to debut its new national wireless service. We first orchestrated a business-focused launch in late June, followed by a consumer-focused launch in late July. This two-phase approach heralded the U.S. arrival of the Virgin Mobile brand not just to the wireless industry and business community, but to the entire country.

For the first phase of the launch—targeted to the business and industry trade press—CooperKatz coordinated and scripted a briefing call for journalists and analysts, led by Virgin Mobile USA president, Dan Schulman, and the heads of the company's to JV partners: Sir Richard Branson (chairman, Virgin Group) and Charles Levine (then president of Sprint PCS). Press attendees included representatives from The Wall Street Journal, Investor's Business Daily, USA Today, BusinessWeek, Associated Press, Bloomberg, Dow Jones, Wireless Week, RCR Wireless News and many more.

The consumer phase of the launch was, well, quite the other end of the spectrum! Leveraging a key Virgin Mobile message regarding its service offering—Nothing To Hide—CooperKatz called on the cast of the Broadway hit "The Full Monty" to perform their routine in front of the Virgin MegaStore in Times Square. The men did their thing 20-feet up in the air on a scissor lift, stripping down to briefs bearing the Virgin Mobile logo. Simultaneously, Sir Richard Branson himself was lowered by crane from the roof of the store on a giant cell phone—while doing his own striptease. The event was a major hit, attracting attention from many news outlets including Reuters, Bloomberg, CNBC, Forbes, Entertainment Weekly, The New York Times, and the Associated Press. The Times Square stunt was followed by a press conference inside the Virgin MegaStore where Virgin Mobile unveiled its strategic partnership with MTV Networks.

Consumer launch festivities continued into the night with an exclusive "Black and White and Red All Over" party at the hip loft studio Whitespace. Celebrities like Wyclef Jean, Donald Trump, Gene Simmons and the members of BBMak mingled with media representatives from New York Magazine, The New York Times, The Wall Street Journal, and Entertainment Tonight, secured by CooperKatz.

For the balance of 2003, CooperKatz concentrated on two major thrusts for the Virgin Mobile brand: first a back-to-school initiative, and then a push for coverage in essential 4th quarter consumer holiday gift guides.

Today, CooperKatz continues to spread the word about Virgin Mobile as the company expands its distribution and leverages its alliance with MTV Networks. Recent media initiatives have included heralding its first six months results, debuting a hot new flip handset and continuing to garner coverage in wireless, technology, and consumer trade publications..