DMC’s MD Justin Kirby was interviewed by Mark Sweney in today’s MediaGuardian about the changing viral marketing landscape and how Viral ads miss their mark:

…Kirby argues that “old school” viral marketing techniques are giving way to opportunities presented by social networking websites, such as MySpace. He cites the example of the branded X-Men page within MySpace to promote the third instalment of the film. Viral marketing in the broader sense of the word includes word-of-mouth and the X-Men site boasts a community of 3 million members.