iMedia Connection, October 23 2003

Rebecca Weeks discusses human motivations and behavior patterns behind viral marketing.

“What’s interesting to us is how viral marketing hasn’t seemed to have been picked up as much in the United States as it has in the UK and Europe,” says Justin Kirby, Managing director of DMC. “Our Diesel, Levi’s, MTV, Sony Ericsson, Virgin and Xbox campaigns have been driven out of our UK and Europe offices, even though many of these were international campaigns with American headquarters.”

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We’ve launched the new Mazda RX-8 online viral and buzz marketing campaign using an amusing film by Maverick.

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Once upon a time, ‘viral marketing’ used to be the favourite buzzword of the Internet economy. Today the hype is over, but the term remains. Despite its many sceptics, viral marketing is about to become an essential part of the communication mix. Justin Kirby, head of London’s Digital Media Communications (DMC) - one of the leading Viral Marketing companies in the world - has launched more viral campaigns than anyone else. Their most recent campaigns include ones for Virgin Mobile, Mazda and Xbox. Read the VM-People interview with one of the leading experts.

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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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Jennifer Whitehead - Revolution, October 09 2003

Virgin Mobile is promoting its free airtime deal with a viral campaign starring a bendy woman who fails to understand the ‘flash-it’ policy. The film was created by Virgin Mobile’s advertising agency Rainey Kelly Campbell Roalfe/Y&R, with the seeding and planning by DMC.

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We’ve launched the latest Virgin Mobile online viral and buzz marketing campaign, ‘Flash-It’.

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Revolution UK, September 24 2003

Mazda has returned to online viral marketing to support the launch of the new addition to the Mazda6 range of cars. Digital Media Communications is planning, seeding and tracking the campaign. J Walter Thompson London created the content.

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The Mazda6 gets the online viral and buzz marketing treatment with a golfing twist in this new campaign.

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DMC launches Xbox’s first Australasian online viral and buzz marketing campaign as part of their ‘200 games’ campaign …

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Boards Magazine, September 1 2003

Stephen Price argues that Viral marketing has entered a new era of maturity:

“Most people [think] the largest audience for viral material is male 18-34,” says Justin Kirby, MD and owner of DMC. “The Mazda clip is interesting because it demonstrated that campaigns aimed at women can work.”

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