A survey conducted by Virgin Mobile found that 59% of survey-takers would break up with their significant others before Valentine's Day just to save a little cash. The survey also found that 42% of survey-takers had stayed in a bad relationship "because they were scared to make a change and try something new." It’s for that reason Virgin Mobile proclaimed February 13th as “National Breakup Day” – giving miserable couples across the world the incentive to finally break free from a bad relationship.
In the same vein, so many people are in unhappy relationships with their current phone carriers that, in honor of “National Breakup Day,” Virgin Mobile incentivized new customers to "#breakfree" from their current carrier with $100 off a Samsung phone. The campaign was launched through Virgin Mobile’s social platforms, and included a National Breakup Day video, created and produced through the brand’s publishing partner, Buzzfeed, as well as Twitter Party hosted by OK Cupid via the @VirginMobileUSA Twitter account. Each social and digital content piece touted the phone offer while educating consumers about the benefits and cost savings of switching to Virgin Mobile.