We’ve launched an online viral and buzz marketing campaign, the first to be undertaken by BMG, which promotes the world release of Rob Dougan’s ‘Furious Angels’ single …

We’ve launched a ‘web only’ viral and buzz marketing campaign, the first to be undertaken by BMG, which promotes the world release of Rob Dougan’s ‘Furious Angels’ single from the forthcoming Matrix Reloaded film in an innovative Apple QuickTime format.

Jon Davis, Head of New Media at BMG UK & Ireland, explained:

Jon Davis, Head of New Media at BMG UK & Ireland, explained: “Everyone’s heard Rob Dougan’s music in various films, TV ads and programmes, including CSI and Law & Order. But only a core fan base is aware of his name. We called on DMC’s online viral and buzz marketing expertise to help us increase awareness among a broader audience, and to help us drive and widen demand for the new single prior to and during the Matrix Reloaded cinema run.” DMC is managing, seeding and tracking the campaign with a ‘dream team’ put together specifically for this project including New York-based web designer Jason Kottke, ‘über blogger’ and one of the world’s Top 25 Web Personalities according to Shift magazine.

The campaign uses a QuickTime ’skin’ that is much smaller than a standard digital video file and contains much more content. Viewers are able to use it to play five different videos that showcase Dougan tracks, and they can link to Dougan’s web site and to a retail site to buy his music.

Skins can contain not only video movie content, but also pop-up windows, links through to other sites, animations, and many more interesting content features. We wanted to avoid simply doing a ‘more daring’ edit of a pop video, sticking it on the web and calling it viral. So we’ve used the interactive capabilities of QuickTime to create something much more innovative, a skin that works like a portable microsite. It can be distributed virally, as well as generating a buzz to create awareness among a much wider audience than niche music genre fans.

The video movies inside the skin are hosted remotely from the actual clip itself. So, even months after online distribution, you can change movie content on the hoof and anyone opening a copy of the skin will see only the content that you choose to serve up at any point in time.

The skin is being seeded via our online influencer network, and we’ll track its online views and hotlinks. Apple Computers will also be promoting it.

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