Revolution, October 09 2003

BMG released a snuff movie game, being promoted online by DMC, to advertise its band, The Cooper Temple Clause. “There’s still a perception that anything goes on the net and you can get away with presenting the band in a less serious light,” explains Daniel Ayers, new-media manager at BMG. “Online you can be more fun without altering the perception of the band.” … The internet was chosen for reasons like cost and target audience, not just for shock value. Justin Kirby, managing director at viral expert DMC, says: “What the target audience is able to see from brands online is no more extreme than the likes of Celebrity Death Match that appear on offline media channels.”

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