DMC has launched its second viral marketing campaign for charity IFAW, highlighting the hunting ban.

We’ve launched our second online viral marketing campaign for charity IFAW (the International Fund for Animal Welfare), with content by Velocity Advertising and Maverick Media, as part of IFAW’s campaign to urge the UK Government to act on its promise to ban hunting with dogs.

Phyllis Campbell-McRae, Director of IFAW UK, explains:

The Government has made repeated assurances that its Hunting Bill will be reintroduced during the current parliamentary session, but the issue is yet to be resolved. Following our successful use of online viral marketing with DMC as part of our campaign to protect elephants from the ivory trade, we’re launching this new viral initiative with the aim to get culture-driving, technology-savvy online users involved in widening awareness of the underlying issues and putting pressure on the Government to reintroduce the Hunting Bill now

The viral campaign uses a web-exclusive video clip called ‘For Fox Sake’ that was created by Velocity and produced by Maverick Media. In a comic spoof of a real-life fox hunt, the clip features a man dressed in a fox costume on the run in the city, chased by a pack of pretend dogs and a huntsman in a Landrover. The seemingly amusing clip ends with hard-hitting shots of the real-life outcome of hunting. Viewers are then urged to click through the film’s end frame to the IFAW site where they can email their MPs to help lobby the UK Government to fulfil their pledge to ban hunting with dogs.

We carried out strategic planning for the campaign and we’re seeding it via our online influencer network, which includes features on lifestyle and sport web sites.

Our online viral seeding expertise will help maximise the spread of the campaign which is being seeded via our online influencer network. Our online clip tracking system will also provide accountability of the film’s views and hotlinks in order to quantify the impact the viral campaign makes. The 2MB film clip can be downloaded and viewed below.

You can see the ‘For Fox Sake’ viral ad on the Lycos Viral Chart here

If you would like to find out more about the campaign or would like to know more about our connected marketing services, please contact us