Way back in 2007 the Wexley team developed the world's first online beauty competition for mobile phones, and offered the program exclusively to the Virgin brand. Miss Virgin Mobile was born and subscribers took and submitted photos with their phones to a "hotness homepage." Each photo was rated by users and every month for a year a Miss Virgin Mobile was named and awarded free service and a new phone. Miss Virgin Mobile generated more than 1 million page views every month for the program with no supportive marketing other than a text message to users at the launch of the program.
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