Viral + Buzz Marketing Association Members Invite Online Users to Bacardi's New Planet Party

Viral + Buzz Marketing Association Members Invite Online Users to Bacardi's New Planet Party

LONDON, Dec. 20 /PRNewswire/ -- Bacardi brands announced today that it has launched its first global online viral and buzz marketing campaign, "Planet Party," with planning, creative development and production, message distribution and tracking provided by international Viral + Buzz Marketing Association (VBMA) members cdp-travissully, Digital Media Communications and The Viral Factory.

"We're using the online marketing expertise of various VBMA members to extend our famous party spirit theme into a fun new campaign for 25- to 30- somethings," said Richie DiFranco, Project Manager at Bacardi Global Brands Inc. "With this project, we are kick-starting awareness exclusively among a wide group of entertainment-seeking, highly active online users."

The Planet Party theme is a "Journey from Space to Earth," where visitors travel the galaxy and the planet looking for the best places to party. They quickly discover that Earth -- not coincidentally the only planet that has Bacardi -- is also the only place in the universe to truly party. An intergalactic viral film clip, "Sucker," is now spreading around the web, inviting partygoers to the Planet Party microsite (http://www.planet-party.net/sucker), where they can download another clip called "Come." Visitors to the microsite can also explore a nightclub, load up Bacardi DJ, find cocktail recipes, and learn how to fit in on Earth, among other activities.

VBMA member Digital Media Communications (DMC) has handled specialist planning, media distribution and tracking for the campaign, while fellow VBMA company cdp-travissully developed the creative theme and microsite. A third VBMA member, The Viral Factory, produced the campaign's two viral clips. Dr. Paul Marsden of the London School of Economics, Chair of the VBMA's Academic Network, has been advising on influencer profiling as part of the project, in a first step to integrate the project's viral and buzz advertising components with upcoming CRM-oriented influencer marketing activities. Bacardi itself is an Associate Member of the VBMA.

"Bacardi leads international brands in partnering with the VBMA," said VBMA co-founder and DMC Managing Director Justin Kirby. "We're thrilled that Bacardi recognizes the expertise and influence of our organization and our members, and we couldn't be happier to be partners in this exciting online viral and buzz marketing effort."

"This partnership demonstrates the power of the VBMA," said VBMA member, Pete Snyder, Founder and CEO of New Media Strategies. "As an international organization made up of cutting-edge viral and buzz practitioners, VBMA offers a breadth and depth of expertise in this space that is unrivalled. New Media Strategies is very proud to be associated with such an influential organization, and thrilled that tier-one brands like Bacardi are able to partner with the VBMA to drive their bottom lines."

The campaign in action can be seen at: http://www.planet-party.net/sucker.

About Bacardi
For more information, please contact Richie DiFranco.

About the VBMA (http://www.vbma.net/)


The VBMA is the leading international association for viral and buzz marketers. With over 50 members worldwide it is the largest and only association created and run for viral and buzz marketers, by viral and buzz marketers. Its core aims are: to create international collaborations, swap case studies and develop best practice in the field of viral, buzz and word- of-mouth marketing; and to connect relevant brands, agencies, experts and academics with each other to encourage constructive dialogue about the industry.

About New Media Strategies

New Media Strategies pioneered the online brand promotion and protection industry. An online marketing and communications firm, NMS uses the power of the Internet to give clients and their brands a competitive advantage online, while safeguarding their products and services from the effects of negative perceptions and attacks online. Working closely with some of the world's leading corporations, NMS has become the "eyes, ears, and voice" for many of the top brands online. Leading companies such as AOL Time Warner, Burger King Corp., HBO, Newscorp, Northwest Airlines, Orbitz, RCA Records, Red Bull and Wyeth all rely on NMS to add value to their brands and guard their bottom lines. Headquartered in Arlington, Virginia, NMS was founded by former pollster Pete Snyder, who also serves as CEO. NMS was recently featured in Washingtonian Magazine as one of the 50 Great Places to work in Washington, D.C., and listed as one of the Inc 500 Fastest Growing Companies in America in 2004. To learn more, visit http://www.newmediastrategies.net/.

About cdp-travissully (http://www.cdp-travissully.com/)

cdp-travissully is a fully integrated agency whose strength lies in building brands on and off line. It was the Agency that produced the Agent Provocateur Kylie spot, various Hamlet Cigar spots and enjoys a client list that includes, Canon, Gallaher, NEC, Yakult and NEC. cdp-travissully was also voted one of the UK's Top Ten creative agencies in a poll of Marketing Directors organised by Marketing Week.

About The Viral Factory

The Viral Factory was founded in 2001, and has been behind many of the most successful online viral campaigns ever made, including the Ford Ka and Trojan Games campaigns. They have won numerous prestigious awards, including a Gold Lion at Cannes.

About Digital Media Communications (DMC at http://www.dmc.co.uk/)
Founded in 1994, DMC are the online viral and buzz marketing experts.


They have successfully completed over 500 online marcoms projects including branding campaigns and tactical promotions for the likes of Baileys, Burger King, Ben & Jerry's, Coca Cola, Mitsubishi and Powergen.

Since 2000, they have specialized in online viral and buzz marketing for major brands, including Diesel, EA Sports, Eidos, Levi's, Mates, Mazda, MTV, Opel, Sony Ericsson, Virgin and Xbox.


Source: Viral + Buzz Marketing Association

CONTACT: Sarah Nicholson, +1-202-298-7600, ext. 201, for Viral + Buzz
Marketing Association; Thomas Zorbach, acting president of Viral + Buzz
Marketing Association, +49-30-4660-2645, t.zorbach@vm-people.de; or Simon
North, Managing Director, of cdp-travissully, +44-0-20-7437-4224,
sno@cdp-travissully.com; or Matt Smith, Managing Director of The Viral
Factory, +44-0-20-7613-7300, matt@theviralfactory.com; or Richie DiFranco of
Bacardi, rdifranco@bacardi.com; or Digital Media Communications,
+020-7544-1305, online@dmc.co.uk

Web site: http://www.planet-party.net/sucker
http://www.vbma.net/
http://www.newmediastrategies.net/
http://www.cdp-travissully.com/
http://www.dmc.co.uk/

NOTE TO EDITORS: If you would like further information about DMC and their clients, or wish to interview Justin Kirby, please call +020-7544-1305 or email online@dmc.co.uk

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