Philip Smith - Revolution, April 21 2004

As for marketing, Justin Kirby, head of buzz-marketing agency DMC, believes social networking could present real opportunities. “It is part of the emerging trend, which has been noted elsewhere, towards consumer empowerment, as is the peer-to-peer aspect of viral marketing. Hence my interest,” he says … Kirby believes the excitement surrounding social networking mirrors the move towards less interruptive forms of advertising online. DMC works for brands like Mazda, and Kirby explains: “Our approach is to use viral marketing to create a ‘word of mouse’ buzz that helps to shift products. And the instigation of this consumer-to-consumer or peer-to-peer communication is connected to the rise in blogging and social networks.”

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Revolution, April 08 2004

The online viral Blood on Your Hands created by the IFAW’s agency Velocity and seeded by Digital Media Communications, is part of IFAW’S campaign against the resurgence in elephant poaching for the ivory trade and launches today… Justin Kirby, DMC’s managing director, said: “Once a year we use online viral marketing to help raise awareness of a charity campaign. We hope this viral activity will galvanise online users to spare a minute watching the clip, passing it on to friends and colleagues, and signing the petition, which can be linked to via the clip’s end frame.

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Once a year, we use online viral marketing to help raise awareness of a charity campaign.

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