TradeDoubler, the pan-European digital marketing company, today announced it has been appointed by LOVEFiLM to create and manage a pioneering new viral campaign. TradeDoubler will produce, seed and track a viral game which will convert through an affiliate model for LOVEFiLM, the first time that an initiative of this kind has been done on such a large scale.

The campaign, which will complement high season demand for DVD rental, aims to increase awareness of and traffic to the LOVEFiLM website, and act as an acquisition channel of trialists to LOVEFiLM DVD and game rental service.

The concept of the game centres around the ‘LOVEFiLM Academy’ where players go to train to become superheroes, battling both good and bad guys and using LOVEFiLM DVD’s to knock them out. Once the game has ended, players are given a promotional code which can be redeemed at checkout on the LOVEFiLM website, and are invited to submit their score to a leader board. The player with the highest score will win £250 worth of LOVEFiLM Shop vouchers and the next nine high scorers will receive free annual membership to LOVEFiLM Rentals. Peer-to-peer referrals are also encouraged through a recommend-a-friend facility where players can invite others to play.

The game, which is scheduled to go live at the beginning of this month, will initially be seeded on the main gaming portals, viral communities and social networks. TradeDoubler will then track the number of people that play the game and subsequent sales via the LOVEFiLM site. Sales conversion rate is expected to be 2%, whilst click-through rate is likely to be around 25%.

Jason Norris, Affiliate Manager at LOVEFiLM, said: “November through to February is an important time for us in terms of DVD rental and we wanted a strong, creative digital campaign to explore new opportunities. The concept TradeDoubler presented to us was the perfect way to do this, making them the obvious partner for this campaign. Tracking the viral impact on a performance basis makes this a really exciting new step in our digital strategy.”

Lara Kelly, Client Services Director at TradeDoubler, commented: “We are thrilled to be working with LOVEFiLM on such a ground-breaking project. For the first time, LOVEFiLM will be able to accurately measure the impact of a viral and track the value of a campaign back to the brand and sales. We look forward to seeing results of the campaign in the months to come and hope to roll out similar offerings to our other clients in the future.”

TradeDoubler was responsible for the concept design and coordination of the project, and worked in conjunction with viral agency TAMBA to execute the campaign.

Published on: 12:00AM on 9th December 2008