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

We’re planning, seeding and tracking a new online viral and buzz marketing campaign for Canon Europe to support their ‘Finger Football’ promotion created by cdp-travissully.

James Leipnik, Chief of Communication and Corporate Relations for Canon, said:

As official partners of UEFA EURO 2004â„¢, Canon is extending its ‘You Can’ brand strategy with the Finger Football promotion, capitalising on the idea that the creativity and imagination inherent in football unites people. 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.

The viral campaign has launched with a film clip called ‘FabaRooney’, created overnight by cdp-travissully in the wake of the England v Croatia match that won England a place in the UEFA EURO 2004â„¢ quarterfinals for the first time ever on foreign soil. In the clip, a colour-printed card character of England teen sensation Wayne Rooney fitted to an office worker’s fingers stands triumphant in a haze of smoke with the Hallelujah Chorus playing. Another ‘Finger Football’ character of Sven-Goran Eriksson walks on-screen and suddenly kisses Rooney who sidles away chased by his uncharacteristically expressive manager. The clip then invites viewers to click through to www.canyouflickit.com where they can see other web-exclusive Finger Football clips as well as the latest Canon TV ad. They can also print out Finger Football players from five different teams in order to make their own office-based video clips of memorable moments in the tournament. The best clips will win Canon IXUS digital cameras and card photo printers, and be put up on the site to share with other fans.

Canon is using our specialist online viral seeding expertise to kickstart buzz and maximise awareness of the overall promotion across Europe. Our online film tracking system will also help them to quantify the impact the viral campaign has on brand awareness.

You can see the ‘FabaRonney’ 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 online viral and buzz marketing services, please contact us