New Media Maze Create, Launch and Seed 'The Ugliest Viral Ever' for Universal Pictures.
New Media Maze www.newmediamaze.com the full service digital marketing agency are launching a new viral marketing campaign to promote the UK DVD release of British smash family hit Nanny McPhee on Monday February 13.

/Multimedia News Articles/ - February 11, 2006 - Commissioned by Universal Pictures, the campaign is being dubbed 'the ugliest viral ever' to hit the Internet! The viral which can be found at - www.uglifier.com works by inviting users to upload pictures of their friends, parents or even teachers and then use a magic finger to 'uglify' them, making their chosen target look like they've truly hit every branch of the ugly tree. They can then email their 'minging manifestation' to their friends, thereby creating a viral effect.

Nikki Everett, Senior Product Manager from Universal Pictures explains "Emma Thompson returns to screenwriting for the first time since Sense and Sensibility and also plays the title role in Nanny McPhee, where she is a non-too-pretty Nanny. This is a film full of magic and the viral New Media Maze have created really reflects this."

New Media Maze Director Dave Smith, no looker himself, adds "Kids of this age are turned off by bland one way advertising. They love to be creative and allowing them to use their imaginations and do 'magic' will ensure the viral application is initially appealing. Poking fun at others is a key 'viral motivator', so you can be sure this viral will spread exponentially. We believe we have created something that is simple to use, will be hugely popular amongst children and 'grown-ups' alike and will be highly effective at communicating the DVD release message."

As well as dreaming up and building this unusually ugly viral, which uses the new image processing powers of the latest version of Flash 8, New Media Maze are seeding the campaign throughout the UK, with an initial exclusive launch from kid's website Jetix www.jetix.co.uk. "We're really expecting this to take off both here and abroad by planning a huge launch for the viral with a big initial seeding base. The campaign really demonstrates the power of viral marketing." adds Dave Smith.

Press Release Contact Information:

Anna Stanley
New Media Maze
PR Assistant
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