killathrill.com

"THE BEST AIR RACE PILOT EVER" is a viral campaign of the DSG to create a rumor. The DSG drafted, developed and seeded the clip for the client killathrill.com internationally. The viral campaign and the fashion-label went online simultaneously which created unique circumstances. Because of this, all measured results can be ascribed to the viral campaign, as there has been no other marketing.

The viral campaign consists of different components:

• the viral clip
• a website of the alleged pilot James Andersson and
  a thematic involvement of killathrill.com
• an account on twitter.com for James Andersson
• and an additional video (interview with James Andersson)

Within 6 weeks more the 5 million people watched the clip on the Internet so far. Not through conventional media bookings, but through seeding it on relevant hubs strategically.

Creation: DSG
International Seeding: DSG

OBI

The "Hammer-Juggler" was the viral catalyst of an integrated communication campaign for OBI's special autumn offer "Hammer-Herbst 2007". The clip sparked off a discussion in numerous internet forums and portals keeping everyone guessing whether the hammer performance was real or in fact a commercial using digital special effects. All in all, over 10 million viewers took note of the campaign.

Creation: DSG
National Seeding: DSG

GoYellow

The fancy viral clip from GoYellow with the „yellow elephant“ raises the topic Viral Marketing with amusing self-mockery. The creative video was drafted and produced by GoYellow in cooperation with the „Hochschule für Fernsehen und Film“ from Munich, a tv and movie academy.

Within a national advanced seeding the viral was spread online on specifically choosen network-hubs by DSG. In addition to that DSG implemented a flash dock into the player so users could deal with the interactive content and download the song to the clip with only one click.

Creation: Hochschule für Fernsehen und Film / Munich
National Seeding: DSG

DMAX

TV for the greatest people on earth! An affectionate and ironic undertone permeates this film's heroic pep-talk for the male sex. Increasing brand awareness was the goal of this below-the-line viral campaign step.

Creation: Jung von Matt / Hamburg
National Seeding: DSG

Dove

One of 2007's most successful viral campaigns was initiated by Dove. In stark contrast to most commercial clips the landing page www.initiativefüerwahreschoenheit.de does not offer any product information. Instead, the viewer is confronted with psychological questionnaires, tests and specially selected topics and events directed at increasing self-esteem and self-respect.

Creation: Ogilvy Mather / Toronto
International Seeding: DSG

Nike Soccer

Nike Soccer proves that commercials don't have to be confined to a space of 30 seconds in order to be successful. This short film, featuring German midfielder Thorsten Frings successfully adapts and compiles content that had previously been featured on several thousand websites - ultimately leading to over 800,000 views.

Creation: Wieden & Kennedy / Amsterdam
National Seeding: DSG

Nike Plus

Nike has a wealth of experience in the field of viral marketing. This clip promotes Nike Plus by showing a shoe which corresponds with an Apple iPod. The clip was diffused using DSG Advanced Seeding.

Creation: Wieden & Kennedy / Amsterdam
National Seeding: DSG

Hornbach

In 2007 Ron Hammer won the Cross Media Award and the Effie. DSG developed the viral strategy and ensured that the campaign hit the crucial tipping point.



Creation: Heimat / Berlin
National Seeding: DSG

AEG

To date, nearly 9 million viewers have seen this internet-only clip. The holistic campaign was developed to successfully re-position AEG as a leading manufacturer of professional power-tools. Despite not taking any further promotional measures the campaign became a huge success, generating a 20% increase in sales during the initial campaign phase!

Creation: DSG
International Seeding: DSG

K-fee

The "in your face" K-fee Clip created by Jung von Matt was originally planned for a TV launch. DSG's strategic leadoff placement was immensely successful, ultimately leading to a feature in Jay Leno's Late Show!

Creation: Jung von Matt / Hamburg
National Seeding: DSG