Revolution UK, January 2004

Compelling content, clever seeding, careful tracking. This article by DMC’s managing director Justin Kirby looks at all the angles of online viral marketing and draws conclusions from the company’s wide experience of this technique.

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Internet Magazine, Jan 2004

“Advertainment is key”, say DMC’s MD Justin Kirby. “If you get it right, you’re having the ultimate form of engagement whereby the users decide to pass your message on. So as long as the balance is more ‘tainment’ than ‘ad’ everybody wins”.