Sean Carton ClickZ, December 29 2003

DMC: These guys rock! England’s masters of viral communications defined the cutting edge of marketing in 2003 and (I’m sure) will continue to surf the edge into the new year. While you’re at it, check out their Viralmeister blog for the coolest examples of the future of advertising on the ‘Net (and other assorted goodies).

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Campaign, 16 Dec 2003

DMC sourced the creative material, planned, seeded and tracked the Number 1 viral campaign of 2003 and helped with the seeding and tracking of the Number 7 campaign.

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We’ve launched a web-first viral campaign featuring a not-yet-released ad of hip hop star Busta Rhymes doing an unwitting striptease.

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New Media Age, 4 December 2003

NMA asked the UK’s leading online marketing players, including DMC’s MD, what we can expect in the online arena over the coming year.

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Revolution, December 03 2003

Virgin Mobile is breaking the second of its ads starring the rapper Busta Rhymes and his bare butt as a viral campaign before it screens on television… DMC will plan, seed and track the film, which was created by Virgin Mobile’s retained advertising agency Rainey Kelly Campbell Roalfe/Y&R.network

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Kevin Newcomb - ClickZ, December 1 2003

Digital Media Communications (DMC) has deployed an online viral campaign to pre-launch a Christmas TV commercial featuring a naked Busta Rhymes for client Virgin Mobile. The campaign is being sent to DMC’s online influencer network, as well as being featured on music and lifestyle Web sites.

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DMC’s MD recently spoke about Advertainment at the Ad:tech New York 03 interactive marketing conference and expo:

Justin Kirby from DMC said the Web is the most accessible channel for advertainment content because there is a category of users who seek them out, pass them on and talk about them.

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DMC’s Justin Kirby gets quoted on Fast Company blog from “Advertainment: Perfect for an Array of Targets” panel at Ad:tech New York 03:

18-34 year old males don’t use a lot of media, but the media they do use is expensive. If create material that they’ll pass around peer to peer, it can get passed along. But the trick is to send it to influencers as editorial, not as advertising.

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Philip Smith - Revolution, November 01 2003

Justin Kirby, managing director of viral and buzz-marketing agency DMC, says the value of chatrooms to marketers is often asked by clients. “There was a time when we used to speak to music firms (in particular) who would ask ‘Why should we use you to carry out viral-marketing campaigns when we can employ a student to infiltrate chatrooms?’,” he recalls. “Our answer at the time was pretty much the same as is it is now. Firstly, how do you quantify the influence of a comment in a chat room. Secondly, what happens if your guerrilla team gets caught out? As Kirby notes, ‘outing’ can be embarrassing for agencies and clients alike. Also, there is an issue with ROI.

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Gordon MacMillan - Brand Republic, 24 Oct 2003

The viral [Venus Flytrap] campaign is being handled by Digital Media Communications, which is planning, seeding and tracking the worldwide online viral and buzz marketing campaign, which launches today.

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