If You Like Ipods Then You Will Love This

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GEAR4 http://www.gear4.com, the digital independent iPod brand has launched a viral campaign as part of its marketing drive to build awareness, and ultimately increase sales. Tom Old, Marketing Manager of GEAR4, commented: “We place a high priority on our web activity which is developed and managed by Strange. The viral campaign forms the first chapter of some exciting plans we have in 2006 for our web marketing and the first significant piece of activity to be of a viral nature.”

GEAR4 have developed a spoof site, which focuses on the character “Romeo from Romford”. The site, “Pimp ya Pod” http://www.pimpyapod.com , parodies Max Power style vehicle customization, where users can customize their iPod to their own taste. GEAR4’s core focus is accessorising iPods, so the concept is highly relevant. After users have seen some of Romeo's accessories, they will be introduced to http://www.gear4.com where they can view a wide range of genuine accessories that GEAR4 offer.

Old believes That the‘iPod generation' are all obviously web savvy and therefore online media provides the perfect vehicle to reach them. He adds “Obviously, our target audience tends to be frequent internet users who are very product aware. However, we need to insure we maximize stand out and cut-through in these already cluttered environments, therefore the viral route should work well for us.”

Full service digital agency Strange http://www.strangecorp.com developed the idea. Creative Director, Jamie Sergeant explains: “By taking a viral approach, based around the Romeo from Romford character, we have a vehicle for the perfect Friday afternoon office boredom filler, with the intention of generating interest in the brand. GEAR4’s core focus is accessorising iPods, so the concept fits perfectly. Once people have seen some of Romeo's accessories, that will be introduced to the idea that for accessories with a little less ‘bling’, visit http://www.gear4.com

The site will also give users the opportunity to submit their own customized iPod designs to the site, the best of which will be displayed. The campaign will be seeded this week.

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Paul Honey
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