MarketingSherpa, 28 March 2006

You can no longer rely on the usual viral format suspects and seeding tactics as they are beginning to look very tired after 10 years, some comatose,say DMC’s MD …

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DMC’s MD Justin Kirby spoke on the Marketing to the New Generation session at the Media Guardian’s Changing Media Summit where he summarised the Connected Marketing approach, as follows:

Customer advocacy drives business growth – consumer empowerment drives customer advocacy.

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Contagious magazine, 27 March, 2006

This neat little exercise in audiovisual mastery was intended to promote {new Antonio Banderas movie ‘Take The Lead’} virally, and is being claimed as the first official movie mash-up remix. The footage has also appeared in DJ sets around the globe, such as DJ Second Nature’s set at Studio 54 @ MGM Grand. …we’d never heard of ‘Take The Lead’ before this, and now we have. Score one to {DMC}! …

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Sunday Business, 26 March 2006

Australia’s Channel 9 interviewed DMC’s Piers Hogarth-Scott about how traditional mass media advertising is in trouble whilst viral marketing is revolutionising the way advertisers connect with consumers as we move from an era of interruption to one of engagement.

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Brand Republic, 24 March, 2006

US movie studio New Line Cinema worked with DMC to plan and execute an innovative mash-up viral marketing campaign for the new Antonio Banderas film ‘Take the Lead’. The first mash-up is a remixed film trailer by London VJ team Addictive TV …

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Admap, 1 March, 2006

Roderick White reviews the book ‘Connected Marketing: The Viral, Buzz and Word of Mouth Revolution’:

… the idea of ‘connected marketing’ has already become a significant and important part of the marketing mix … The various chapters include a number of impressive case studies, many of which demonstrate how WOM needs to be part of an integrated, holistic campaign, and which rightly emphasise… WOM’s market power.