Virgin prepares 'Big Brother' marketing drive

Virgin Media is gearing up for a massive marketing push surrounding its sponsorship of Big Brother 8, which begins tonight.

As well as running on-screen sponsorship idents, which feature archive footage from Big Brother series from around the world, the cable company is offering special deals for Virgin Mobile customers including free text time between 9pm and 10pm on 'Eviction Fridays.'

Virginmedia.com is launching a new web portal 'Fantasy Big Brother' on May 31, featuring exclusive updates from celebrity video columnists and bloggers.

Virgin Media and Virgin Mobile will be taking staff, customers and competition winners to the Elstree Film Studios on eviction nights and running giveaways in the national media, including VIP access for winners on the night.

The famous Diary Room chair is going on tour around Virgin Media offices and stores in a special mobile Diary Room.

Virgin Mobile are also awarding each evictee, runner-up and the eventual winner of the series U600 Samsung mobile phone.

James Kydd, managing director of marketing, Virgin Media, said: "Virgin Media and Mobile are making the most of their sponsorship of the daddy of all reality shows and look forward to giving customers a fantastic service during the run of the show."