Philip Buxton - Revolution, June 24 2004

James Leipnik, chief of communication and corporate relations for Canon, said: “We’re using DMC’s online viral marketing expertise and cdp-travissully’s web-exclusive, topical material with a twist, in a viral campaign that aims to raise awareness of the Canon brand and our Finger Football promotion among highly active online users.”

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DMC has launched a new online viral marketing campaign to support Canon Europe’s UEFA EURO 2004™ ‘Finger Football’ promotion created by cdp-travissully.

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Emma Rigby - Revolution, June 22 2004

Viral agency Digital Media Communications is seeding the new campaign, which features a Flash movie titled Queenie created by agency Drugstore. The movie will be available on microsites and as a standalone QuickTime file that can be emailed from user to user.

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New Media Age, Opinion, 18 June 2004

Read DMC’s letter to the editor regarding the launch of the Viral & Buzz Marketing Association and the maturing of digital marketing in general.

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DMC kicked off a new online buzz marketing campaign for fashion label Hope & Glory, featuring Drugstore-conceived.

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Jennifer Whitehead, - Revolution, June 07 2004

The clip, which has been seeded, planned and tracked by Digital Media Communications, will then direct people towards a dedicated site where more information is given about Virgin Mobile services, and other clips — including the notorious Busta Rhymes spot where he flushes himself down the toilet in a plane.

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Zachary Rodgers ClickZ, June 7 2004

ClickZ tapped Kirby for his thoughts on the VBMA’s charter, why viral marketing is getting hotter, and whether viral campaigns are measurable:

Strategically, the most important definition of a viral marketing campaign is one that’s used as a means to an end, not simply an end in itself. The approach should not be considered a standalone tactic to generate buzz; it must result in tangible brand benefits.

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Jennifer Whitehead, - Revolution, June 07 2004

Leading agencies including Digital Marketing Communications, cdp-travissully, Cake and The Viral Factory are joining forces to launch an international association to promote viral and buzz marketing … Justin Kirby, managing director of DMC, said: “Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brands and shift product.”

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DMC’s seventh Virgin Mobile online viral marketing campaign highlights extreme service levels using toilet humour.

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