Virgin Unite Launches With Innovative Mobile Auction

Mobile Entertainment Pioneer Limbo 41414 to Auction a Week at Sir Richard Branson's Necker Island and Two 2007 Harley-Davidson Motorcycles to the Lowest, Unmatched Bidder; Proceeds Benefit the Charitable Arm of the Virgin Group -- Virgin Unite

| Source: Limbo 41414

BURLINGAME, Calif., Sept. 20, 2006 (PRIMEZONE) -- What's next for Sir Richard Branson, the entrepreneur, adventurer, business magnate? The chance to use the entrepreneurial energy of the Virgin Group to drive social and environmental change. Introducing Virgin Unite, the new global charitable arm of Virgin. Virgin Unite today launched an innovative new way to raise money -- a text message-driven auction, through which people from throughout the United States and Canada can play a game and attempt to win exclusive prizes with 100 percent of the proceeds directly supporting its partner charities.

"Virgin Unite seeks to revolutionize the traditional platforms for charitable donations by mobilizing everyone with a cell phone to give back to charity with text messaging, a simple, fundraising vehicle," said Branson, Virgin founder and chairman. "The exciting part is that every dollar collected through the Virgin Unite Limbo Auctions goes straight to those on the frontline who tackle some of the toughest challenges facing the world today."

Limbo 41414 will power a cell phone-driven text messaging game for Virgin Unite. The "Limbo Auction" will feature a one-week trip for two at Sir Richard Branson's private Caribbean paradise, Necker Island, and two 2007 Harley-Davidson(r) VRSCD Night Rod(tm) motorcycles.

To play and support some great grassroots charities, send a text message with the word HARLEY or ISLAND to 41414. The first two bids are free. Each bid thereafter will cost 99 cents and all proceeds will be donated to Virgin Unite. You can also play online or from your home phone. To learn more about Limbo 41414 and Virgin Unite auctions, go to

A Limbo Auction is distinct from any other experience in that it is a truly interactive game where the winner is the person making the lowest bid that no other player makes, not the highest bid. That means that someone could potentially win a Harley-Davidson(r) VRSCD Night Rod(tm) motorcycle for a low amount like $10.64 if no one else bids that exact amount.

Since launching in December 2005, Limbo 41414 has run more than 230 auctions, awarding more than $300,000 in prizes with winning bids totaling less than $700. Limbo 41414 winners have purchased luxury items including a Hummer H3 for $36.65, a Mini Cooper for $50.43, and a year's supply of gasoline and a plasma TV for $54.24 and $8.85, respectively. Also, no one loses in a Limbo Auction: for each bid placed, players receive Loot that can be redeemed for prizes in Limbo's online store.

About Limbo 41414

Limbo 41414 ( is defining a new category of mobile entertainment with its text-message based game play. 41414 brings consumers an engaging community-driven gaming experience while delivering exposure to leading brands and media companies through branded prizes. Headquartered in Burlingame, California, Limbo 41414 is a private corporation backed by two of the world's top Venture Capital funds: Azure Capital Partners ( and Draper Fisher Jurvetson (

The Limbo 41414 logo is available at

About Virgin Unite

Launched in the UK in 2004, Virgin Unite is the independent charitable arm of the Virgin Group. Richard Branson and Virgin fully-fund the operational costs, so that 100% of all donations received go directly to the frontline where it is needed the most. Virgin Unite was created by Richard Branson and Virgin employees around the world to harness Virgin's people, resources and energy to support entrepreneurial approaches to social and environmental issues. Virgin Unite was established in the U.S. and Canada in 2006 and is already is already operational in the UK, South Africa and Australia. For more information go to

Limbo 41414
Stacy Geagan Wagner
(650) 235-5980

Virgin Unite
Lori Levin
(609) 897-7865