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

We’re planning, seeding and tracking the Ramblers’ Association’s (RA) first online viral and buzz marketing campaign to support their ‘Saving Our Footpaths’ campaign

Nick Milton, Director of Marketing and Communications at the RA, said:

The use of online viral marketing is a radical new departure for the RA and marks the start of a sustained campaign aimed at getting young people to see the organisation in a different light. We decided to use a viral marketing campaign as this technique raises wide brand awareness very cost-effectively and viral films are very popular among young people.

The viral campaign uses a film produced by Maverick Media. It features two men walking in the countryside when suddenly one of them encounters an unexpected obstacle with hilarious results.

The campaign is being seeded via DMC’s online influencer network. The clip drives viewers to the RA web site where they can find out what pop star Madonna really thinks of ramblers, try to win outdoor gear and get involved in the RA’s campaigning work, as well as finding walking friends via the RA’s message boards.

Our online video tracking system will provide real-time accountability of the clip’s views and click-throughs in order to quantify the impact the campaign has on brand awareness. You can download a copy of the clip below.

You can see the ‘Back to Nature’ viral ad on the Lycos Viral Chart 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