New Media Maze Creates the Ugliest Viral on the Web
Want to see the ugliest viral on the web? Even better, what to turn your best pal into a hideous beast and then pass their picture around to your friends? Helping to make this beautiful concept an ugly reality Universal Pictures has teamed up with the UK’s leading digital communications agency New Media Maze to promote the UK DVD release of British smash family hit Nanny McPhee on Monday, February 13.New Media Maze, whose viral work you may recall with Dreamwork’s The Ring 2 campaign, www.7daysleft.com and 40 Year Old Virgin’s Steve Carrell at www.callingallvirgins.co.uk, was certainly up for the challenge. The London-based company’s client list includes some of the leading global entertainment companies such as Universal Pictures, DreamWorks, Activision, Ubisoft, 2 Entertain, EA, Channel 4, and Sega.
Nikki Everett, Senior Product Manager from Universal Pictures explains the campaign in a statement, “Emma Thompson returns to screenwriting for the first time since Sense & 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.”
This interactive viral campaign, coined The Nanny McPhee Uglifier allows users to upload pictures of their friends, family or significant (or not so significant) others and then use a magic finger to ‘uglify’ them. This image technology also strikes a memory cord for those who have ever used MetaCreations Corp.’s Kai’s Power GOO, the old-school CD-ROM program that treated images like liquid, letting you twist, twirl, bend, blend, smear, swirl, your picture into, well, goo. Once the picture is ready for the MOMA…or at least a few friends…users can then send their beastly creations around via the trusty ‘Send to a Friend’ viral standard.
The microsite, which had an initial exclusive launch on kids’ website Jetix, also uses the latest Flash 8 technology to allow users to create these Picasso-like abstract faces.
Dave Smith, Director of the London-based New Media Maze, explained the company’s decision to use a viral online campaign with this statement: “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,” he said. “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.”
“Uglify” your best mates, Nanny McPhee style at http://www.uglifier.com/index2.html
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