Revolution UK, September 25 2002

Revolution reports how Video games firm Eidos has produced trackable viral marketing campaigns to back two titles.

Eidos is also using two viral email executions to push its Hitman II game. Digital marketing firm DMC is tracking the campaigns using different codes to discover the effectiveness of various seeding locations.

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Revolution UK, September 25 2002

Dan Williamson looks at how the web is key to the console companies’ marketing strategies in a market were sales are expected to reach £14.1bn by 2004:

“We saw 400 different versions of the clip on p2p networks - people had recorded their own versions,” says Justin Kirby, managing director of viral marketing agency DMC, which tracked the viral ad at the start of the campaign.”It was phenomenal. It got people discussing it in news groups, blogs and chatrooms. The clip was almost a vehicle of communication because it created a dialogue. At the time, there seemed to be an information vacuum about the Xbox. They couldn’t make a Flash-based game for the campaign because it would have detracted from the console’s power. Video was the only tool they could use.”

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Eidos is launching its new video game ‘Hitman 2: Silent Assassin’ in the UK on October 4 with this web exclusive viral marketing campaign…

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Revolution, September 18 2002

Should the internet be used to screen ads deemed to be too controversial for mainstream TV? Dan Williamson finds out:

Justin Kirby, managing director, Digital Media Communications: “The benefit of putting a banned TV ad on the web is that it increases reach and brand awareness, particularly among 18- to 35-year-olds, because banned material fits into the kind of online content they’re interested in. This market is difficult and expensive to communicate to with traditional media.”

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Rachel Walsh - mad.co.uk, 11 September 2002

Budget travel service Cheapflights.co.uk has appointed Digital Media Communications (DMC) to create an online viral marketing promotion to help boost its business.

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DMC is helping Cheapflights to add a new dimension to their leading travel portal this autumn with viral and photoshopping mechanics …

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