DMC are seeding and tracking the first online viral marketing campaign undertaken by Virgin …

We’re seeding and tracking an exclusive ‘web only’ viral marketing programme, the first to be undertaken by Virgin Experience, which promotes the brand’s offerings in a pre-Christmas push.

Andrew Johnson, Sales & Marketing Director for Virgin Experience, says:

The Virgin brand is renowned for its young, fun and slightly irreverant attitude. Virgin Experience offers people all kinds of activities - from action-packed skydiving to relaxing pamper days - which make unusual and memorable gifts. We decided to use the power of online viral marketing with DMC to help us increase awareness of Virgin Experience prior to Christmas.

The viral programme uses two digital video films (produced by Joe Sharpe Associates) and a competition incentive to promote the brand and drive traffic to a microsite. It kicks off with the ‘Pamper Girl’ strand, using a 30-second digital video film that wryly warns young men not to be too cocky, while suggesting what their female companions might like for Christmas. The second strand ‘Rafter Man’ follows a week later using a second digital video film that showcases how one man has gone overboard with his memory of his first Virgin Experience white water rafting day.

Our online tracking system is providing real-time accountability of the films’ views and hotlinks in order to quantify the impact the programme has on brand awareness.

You can see the ‘Playing Away’ viral ad on the Lycos Viral Chart here and the ‘Wet n Wild’ viral ad 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