A mobile phone network that describes itself as "people-powered" is to deploy a new video chat service to target new customers.
Giffgaff, which was launched by O2 last year, will use Chatroulette to allow users to get SIM cards with free credit if they register on the network's website, according to Brand Republic.
It has already begun promoting itself, through its commissioning of an artist called Pierre to draw caricatures of chat partners.
Users of the network willing to promote its services receive cash and free airtime. In place of a call centre, Giffgaff has created a website community where people can answer each others queries – and get paid for their services.
The internet chat service, which pairs strangers together at random for video conversations, has attracted controversy.
However, it attracts around 50,000 users a day. According to its 17-year old designer, Andrey Ternovskiy, the name of the site was inspired by the Russian roulette scene in the film Deerhunter.
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