New Media Maze 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.

Commissioned by Universal Pictures, the campaign is being dubbed ‘the ugliest viral ever’ to hit the Internet! The viral which can be found at - 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 & 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 “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.


About New Media Maze:

New Media Maze is a full-service digital marketing agency based in London, UK. Founded in 2000, the company services a broad range of blue chips, boasting a client list which includes some of the leading global entertainment companies such as Universal Pictures, DreamWorks, Activision, Ubisoft, 2 Entertain, EA, Channel 4, and Sega. Recent account wins have included Piaggio and the Society of London Theatre.

The agency acts as a one-stop-shop for clients, allowing them to draw on modular or fully integrated online marketing services including: PR, promotions, advertising, viral marketing, web design & production, email and mobile marketing, search engine marketing and affiliate marketing.

Recent projects include the development and seeding of a scary viral for Dreamworks’s The Ring 2 that had people terrifying their mates by entering their email addresses and mobile telephone numbers into a site which then sends them an email with a link to a video of the scary film trailer. As the recipient watches it, their mobile phone rings, and a voice whispers “seven days”, perfectly re-creating a terrifying scene from the movie.

Other viral marketing campaigns include waxing the chest hair off 40 Year Old Virgin’s Steve Carrell at and directing your own ‘naughty’ flick to tie in with the release of American Pie Band Camp. Waste endless hours at

The agency employs 30 full time staff and is based in Hoxton Square.


For more information about this and other New Media Maze news, contact:

Anna Stanley
DDI: +44 20 70973619

New Media Maze, 2 – 4 Hoxton Square, London, UK N1 6NU

Published on: 12:00AM on 8th February 2006