Viral marketing campaigns get cheeky
The ultimate way to express your love this Valentines Day is by tattooing your bottom - that's if the latest viral marketing campaign by Lastminutedotcom is anything to go by.
Hitting our computer screens in the run up to February 14, the campaign has been created by online marketing agency Panlogic to drive Valentine's Day traffic to the Internet travel site, Lastminute.com
Starting with the Love Tattoo site, it allows users to choose either a male or a female bottom on which to place a tattoo.
Users can then drag a tattoo gun to write a personal message, which appears on the bottom - just like a real tattoo!
Once finished, it can then be emailed to the intended recipient, who will click on the link to be presented with the bottom and watch the message being spelt out.
William Makower, CEO of Panlogic, said: "Following on from our 'Splat the MP' game last year, which generated more than 3m unique users, we wanted to create the same cheeky tone to promote Lastminute.com."
A bit of fun it may well be, but the allocation of big-brand budgets to underground viral techniques is a clear indication that word-of-mouth marketing communications strategies are moving further and further away from their traditional 'nice idea, shame about the practicalities' status.
Sources: Brand Republic, New Media
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