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EMI and Springdoo launch Mattafix viral on Facebook

by Ben Bold, Brand Republic 08-Oct-07, 12:00

LONDON - EMI Music has teamed up with viral video firm Springdoo to promote hip-hop act Mattafix and its single 'Living Darfur', which aims to raise awareness about the humanitarian crisis in Darfur.

Springdoo has been tasked with distributing the video for the single across the internet, including on Facebook. After viewing the video online, users will be able to pay to watch it on their mobile phones. All profits will be given to charity LivingDarfur.

Springdoo recently launched a video player application on Facebook. When users install it, a thumbnail of the Living Darfur video will appear on the user's profile page.

The player also enables users to watch videos on their mobiles using a premium text messaging service, which costs £1.50. If the video is shared outside Facebook, it retains a unique code so that any revenue generated from mobile orders can be traced back to the Facebook source, with profits being donated to LivingDarfur.

Last month, Mattafix enlisted the support of a number of celebrities to show their support for the Darfur cause, including actors Scarlett Johansoon, George Clooney and Matt Damon.

The stars gave a series of personal introductions to the 'Living Darfur' video. Other celebrities involved included Turner prize winner Chris Ofili, who produced artwork for the single, and Mick Jagger, who funded the video.

Mattafix's 'Rhythm & Hymns' album is released on November 12.