Jennifer Whitehead Revolution, December 10 2004

A judo-obsessed dog on a blind date is the star of a new viral marketing campaign tying in with Virgin Mobile’s Christmas camera phone promotion. DMC’s Justin Kirby, said, “Virgin Mobile is again demonstrating its understanding of the consumer-driven, peer-to-peer viral marketing arena, sponsoring highly appropriate, cult-like creative material and using our online seeding expertise to kickstart buzz and maximise its spread.”

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DMC has planned and seeded a new online buzz marketing campaign with creative material from animators 12foot6.

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dabitch@Adland, November 26 2004

DMC’s Justin Kirby sheds light on difference between viral and deception over at Adland …

Well, there are very diverse set of approaches in the viral, buzz and word of mouth marketing arena. Arguably the approaches are as diverse as those used in advertising, PR and CRM, so it’s impossible to apply one set of standards that apply to all … although this isn’t stopping some from trying.

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B&T Australia, 19 November 2004

Maria Nguyen argues that the ‘blogosphere’ is now the hottest place in cyberspace for consumers who want to express an opinion and marketers who want to get in first on a phenomenon that is only going to get bigger.

Digital Media Communications Australia agrees: “The most powerful selling of products and ideas is not between the marketer and consumer, but consumer to consumer…The next revolution in marketing is a move from a top-down interruptive advertising approach to a more bottom-up orientated approach using network-enhanced word of mouth. So brands move from a ‘command and control’ consumer communication approach to a ‘connect and collaborate’approach”.

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We’ve been appointed as the online viral and buzz marketing partner of the Ford Motor Company of Australia with activity kicking off in 2005. More details to follow.

DMC’s Justin Kirby is to co-chair the Marketing Week Non-Traditional Marketing Conference (8/9 December 2004) as well as present a session with Mazda’s Head of Customer Relationship Marketing Steve Jelliss on ‘Planning your campaign from idea to implementation to root its future success in solid strategic foundations’.

DMC and Periscope have released a new online buzz marketing campaign for Ubisoft’s ‘Prince of Persia Warrior Within’™

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Holly M. Sanders New York Post, 14 November 2004

DMC is quoted in this article about the increasing - and often hit-and-miss - use of online viral marketing and buzz marketing …

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Philip Smith Revolution UK, 11 November 2004

Maybe it was the Flashmobber who forewarned us about the 150-person pillow fight outside St Paul’s Cathedral. Perhaps it was the clearly angry member of the audience who had a verbal pop at the DMC’s Justin Kirby about the ‘dangers’ of digital at a recent the Great Viral Marketing debate.

The VBMA’s Ad:Tech get together at Whiskeys gets mentioned on the Ad:Tech blog:

The venue was, for once, conducive to conversation even if the lighting was such that significant squinting was required to see who you were talking to. Open bar had a way of making this irrelevant. The center of the party was DMC Founder Justin Kirby who was decked out, head to toe, in a shimmering white suit.

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