Wednesday, October 25, 2006

"Viral" as in catching a cold

In anticipation of the forthcoming debut single ‘I Know U Like Me’, from Mr Skillz and his Crazy Girls, EMI Music UK label, EMI Liberty,has launched "a multi-channel campaign" with interactive website and WAP site.

Andy Way, Digital Media Manager for EMI Liberty, explains, “We have created a cross-platform campaign with a strong viral element, to appeal to a young fan-base. The interactive website enables fans to interact online. However, as we will be attracting a young audience, all submissions to the site will be strictly moderated at all times

Elements include:
Cootie Catcher (old-school origami game), which can be downloaded and taken to school for playground fun, and a picture gallery enabling fans to interact with friends online.viral elements, including a ‘send to a friend’ function whereby fans can Bluetooth six different free animated gifs to their friends, The WAP site also enables fans to purchase mobile ring tones, download wallpapers, and put themselves forward for the title of ‘honorary crazy girl of the week’.
Well its an attempt. Very Marketing think! Keep screaming boys, your days are numbered. "Viral"... puhh!
In PR we can be much more imaginative, more engaging and can give people a real interactive and social experience - pity the poor marketers they just can't get it right.

EMI Music UK label, EMI Liberty, launches viral campaign to promote Mr Skillz and his Crazy Girls de -