Asda hires Matmi for first viral push
by Media Week Media Week 29-Jan-08
Supermarket giant Asda will launch its first viral marketing campaign next month, after hiring digital agency Matmi.
Asda has appointed the agency to create a viral game aimed at children and parents.
The game, which will also be created with eco-agency Satellite Marketing Communications, will have an educational theme concerning the environment.
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The appointment is part of a drive by the retailer to experiment with new methods of reaching potential customers.
The company hopes that viral and word-of-mouth marketing can become a large part of its promotional activity.
Matmi specialises in making online games backed by advertisers. Matmi was behind the viral game "Let it Flow", which promoted Comic Relief 2007 and attracted over 13 million players.
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