Precision Marketing, 30 May 2003

Virgin Mobile is launching an online viral initiative to support its 3p text messaging campaign. Rainey Kelly Campbell Roalfe/Y&R is responsible for the creative work, while the planning, seeding and tracking is through Digital Media Communications.

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Jennifer Whitehead - Revolution, May 28 2003

Ramblers are leaving country lanes for the information superhighway, using the internet as part of a recruitment drive with a new viral campaign … the campaign has been planned, seeded and tracked by Digital Media Communications.

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DMC are planning, seeding and tracking a new online viral and buzz marketing campaign for Virgin Mobile.

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Precision Marketing, 23 May 2003

The Ramblers Association is using online viral marketing for the first time, as part of a continuing effort to shed its ‘bobble hat’ image. Digital Media Communications will manage all viral activity, including tracking.

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DMC plan, seed and track the Ramblers’ Association’s (RA) first online viral and buzz marketing campaign.

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Philip Smith - Revolution, May 01 2003

There are other implications. Justin Kirby, of digital agency DMC, points out that viral ideas can come into their own when times are hard. “You will need to spend on some media as part of the seeding but, ultimately, that can be a small amount. And you will get the advantages if it catches on virally,” he says… Coincidentally, DMC launched an exclusive web-only viral campaign for Ubi Soft’s Tom Clancy’s Splinter Cell game for PlayStation 2 at the end of March 2003

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NMA, 01 May 2003

DMC MD Justin Kirby said that by adapting the skin it had created something more like a portable microsite. “It can be distributed virally, as well as creating a buzz to raise awareness with a wider audience than niche music fans”