DMC has launched Adam Opel AG’s first European online viral marketing campaign as Tigra TwinTop hits the market.

We’re planning, seeding and tracking Adam Opel AG’s first online viral and buzz marketing activity, a pan-European campaign released this week to pre-launch a new TV commercial by McCann-Erickson BCA Frankfurt promoting Opel’s award-winning Tigra TwinTop car.

Kris Vilhelmsson, Director Brand Communications at Adam Opel AG said:

The Tigra TwinTop hits the market this month, having already been crowned ‘Cabrio of the Year 2004′ by an international jury at its world premiere at the Geneva Motor Show in March. We’re celebrating by pre-launching online a special viral version of our latest ad before its mainstream TV release in Europe. The aim is to give highly active, culture-driving online users the first exclusive access to the entertaining new ad, in order to further widen awareness of the Opel brand in general and the Tigra TwinTop in particular.

The viral campaign’s amusing film clip called ‘Bends’ was created by McCann Erickson BCA Frankfurt. In the clip, a young man gets carried away with the joy of driving his new Tigra TwinTop, taking it to extremes everywhere he goes - including the men’s room! The clip then invites viewers to click through to a web site where they will be able to see other web-first Opel viral clips, as well as finding out more about the Tigra TwinTop.

Specialist seeding activity for the viral campaign has been kickstarted across Europe via DMC’s online influencer network, and the clip will also feature on traditional media sites via Opel’s media partners Universal McCann and Car Communication Competence.

Opel is using DMC’s online viral seeding expertise strategically to kickstart buzz, maximise the spread of this entertaining campaign and help raise awareness of the overall Tigra TwinTop release. Our online tracking system will also help them to quantify the impact the viral campaign has on brand awareness.

You can see the ‘Bendy’ (Messy Driver) 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