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BizReport : Viral Marketing : January 26, 2007

"Rocky Balboa" viral marketing campaign creates an email buzz

IncrediMail, designers of email software, is collaborating with MGM to create an online buzz for the release of the new Rocky movie.

by Helen Leggatt

rocky-balboa-wallpaper The company has developed branded applications that are free of charge and include various “Rocky Balboa”-themed skins for toolbars, email backgrounds, wallpapers and screensavers. There is also an inbox email notifier which plays the movie’s theme tune.

The branding is strategically placed on applications that consumers use frequently, such as email, to ensure maximum consumer exposure. In adidition, users can embed the themed backgrounds in to their social emails. Couple this with Incredimail's 10 million+ active users, who between them send more than 330 million emails each month, and the viral reach is substantial.

"The marketing potential for MGM and others is exceptional," said Javier Salom, IncrediMail's Director of Business Development. "It allows consumers to actively seek out branded content from the products they love and share it with their friends and family simply by sending an email. Essentially, the campaign turns consumers into actual marketers without the intrusiveness associated with many other corporate marketing initiatives."

Tags: email, email marketing, online advertising, viral campaign, viral marketing

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