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BizReport : Viral Marketing : January 24, 2007

MasterCard Launches Brit Awards '07 Viral Campaign

Mastercard has launched an online quiz game to promote its sponsorship of the upcoming Brit Awards in London.

by Helen Leggatt

Developed by big:interactive, the simple yet challenging game, called PicQuiz, which was seeded into 4,000 online communities with subtle off-line PR activities in magazines, asks players to guess the name of a band or musical duo from sketches shown on the site.

According to big:interactive’s website their objective was to develop a “… short shelf life viral marketing campaign that would generate awareness of MasterCard's sponsorship of the 25th BRIT Awards”.

The viral marketing campaign was distributed by viral, buzz and word-of-mouth marketing agency DMC who was, according to their press release, tasked with kick-starting a buzz about the quiz “with the aim to engage entertainment-hungry music lovers in online participation with the brand”.

“The online buzz marketing will help MasterCard generate awareness of its BRIT Awards sponsorship, adding the benefits of consumer-driven, peer-to-peer endorsement to its wider marketing initiative,” explains their website.

Tags: online marketing, PR, viral campaign, viral marketing, word-of-mouth

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