Lycos UK is sponsoring a racy video clip of mens’ mag babe Emma B to see if Kylie can be knocked off her perch…

We’ve produced the first online viral marketing campaign to be sponsored by Lycos UK, pitting a racy video clip of model Emma B against the Lycos Viral Chart’s top-scoring digital clip of pop queen Kylie Minogue.

The Lycos Viral Chart aims to showcase the best, most thought-provoking and witty digital video clips which their users then vote for - giving a true indication of what’s hot online and what’s not. Having received a huge demand for the Kylie clip, which therefore hogged the number one spot for weeks, Lycos decided it was time to see if anyone could dethrone her.

Nicole Morse, Marketing Director for Lycos, says:

This campaign is also an opportunity to test the power of viral marketing with our own brand.

The Kylie-challenging clip stars Emma B, a model who appears regularly in FHM and national dailies, having the ride of her life with a surprise ending. It was created for DMC by German film maker Anke Hoppner, with UK Director/Producer team Peter Walsh and Sarah O’Toole - the makers of Channel 4’s hit series ‘Model Turned Actor’. The sound design team was One Hand Clapping.

Launched on Friday June 21, this campaign will provide us with further insight into the power of viral marketing. Lycos Viral Chart users are in control of the ‘contest’ between these two media icons and they moved the Emma B clip into first place after only three days. We’ll be reporting the final results of their preferences in a month.

You can see the Emma B ‘Rodeo’ viral ad on the Lycos Viral Chart here

If you would like to find out more about the campaign or would like to know more about our connected marketing services, please contact us