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Tribal DDB launches new e-cards content for Marmite site, promoted by viral emails and online advertising

This week, Tribal DDB launches brand new Marmite e-cards for Valentine's Day. The amusing e-cards are the latest content for Marmite's recently relaunched website, also created by Tribal DDB. Based on the website's humorous 'love it/hate it' theme, the cards offer users the choice of sending either a 'love' Valentine's Day or 'hate' Valentine's Day message. The site's new content is promoted by viral emails and online advertising.

Matt Law, Account Director at Tribal DDB, comments, "People's reaction to Valentine's Day is similar to how they react to Marmite: you either love it or hate it. The e-cards extend Marmite's 'love/hate' message in a humorous and tongue-in-cheek way; allowing consumers to continue interacting with Marmite, whatever side of the Valentine's Day fence they sit on."

The viral email and online advertising directs users to a landing page for the Marmite site that offers a choice of entering the 'love' or 'hate' e-cards sections of the site. Users can choose between 3 'love' and 3 'hate' e-cards to send, based on three themes: roses, a cherub and a teddy bear. Users can either send the pre-written messages or write a personal message of their own.

When users roll their cursor over the roses, flying hearts come out of the 'love' card, while flames engulf the flowers in the 'hate' version. Designed in Marmite's striking brand colours of yellow, red and black, the e-cards use similar animations and cartoon graphics from the website.

Online advertising will run on various dating sites, including Yahoo and the dating sections of Guardian.co.uk, and Lycos. The Valentine's e-cards campaign will run until 14th February. Tribal DDB plans to keep general e-cards on the Marmite site, which will be launched after the Valentine's Day campaign ends.


Editor's notes

About Tribal DDB
Tribal DDB is a top ten international digital marketing agency, with a strong reputation for strategic thinking and excellent creative work. Tribal DDB delivers the full spectrum of digital services from online marketing, media buying and planning and strategic direction through to web design and programming.

Tribal DDB clients include: Marmite, Volkswagen, Harvey Nichols, Guardian, Nationwide, Camelot, BT Yahoo!, Philips and TUI.


Anna Vickerstaff
0845 408 2031

Published on: 12:00AM on 15th February 2005