Virgin Mobile USA is kicking off 2007 by offering customers new opportunities for earning wireless "airtime in their spare time" through its innovative Sugar Mama marketing program.

The company announced that several top brands, including Jive Records (Sony/BMG Entertainment), Levi Strauss Signature, Sony Pictures (Columbia/Tri-Star) and the U.S. Navy are sweetening the Sugar Mama deal for Virgin Mobile customers. The addition of these well-known national brands - joining charter sponsors Xbox (Microsoft) and truth, the American Legacy Foundation's national youth smoking prevention campaign - allows Virgin Mobile to bring even more options and benefits to its young customer base through advertising content specifically tailored for them.

Launched last summer, Sugar Mama is an innovative mobile advertising incentive program where customers opt in to receive mobile and Web-based advertising content and are rewarded with free airtime for their Virgin Mobile phones. In order to receive airtime credit, customers simply interact with advertising or other marketing creative, then click through or text back responses to questions from partner brands. This interaction gives advertisers valuable feedback from a core target audience directly engaged with the product, while earning the customer one free minute of airtime for each spot viewed online.

Since its launch, Sugar Mama has hosted more than 250,000 customers, with approximately 1,000 new users opting in each day. Virgin Mobile customers have earned over three million free minutes of airtime from Sugar Mama viewing. Virgin Mobile recently enhanced the Sugar Mama platform with additional multi-media functionality including viral elements.

Virgin Mobile customers can choose to participate in Sugar Mama by opting in here. Customers are required to be over the age of 13 and to provide limited demographic information. To earn airtime, they have the option of watching a streaming video advertisement or receiving SMS messages that contain advertisements, quizzes or discounts.