Submitted by Mike Grenville on Thu, 03 Mar 2005 10:08

Virgin Mobile in Australia is sponsoring a new SMS-based comedy show called 160 Characters, which stars the audience, a Virgin Mobile phone and six cast members.

The live comedy show relies on audience members using their mobile phones to send text messages to a lone Virgin Mobile phone placed on centre stage. After viewing the SMS texts, the show’s six cast members have to improvise a comedy sketch to depict each of the messages.

In return for financial support and the provision of mobile phones and SIM cards, Virgin Mobile will receive prominent branding at each of the six shows in Sydney and Melbourne, which will run as part of the Big Laugh Comedy Festival and the Melbourne International Comedy Festival in March and April.

Virgin Mobile brand and marketing director Andy Mallinson said: “Text is a part of everyone’s life now and the show and our involvement is recognition of this. For example the average 18 or 19-year-old Virgin Mobile user will send approximately 140 messages a month”.

www.biglaughriverside.com.au