Viral marketing, SMS integration and multiple digital environments are all in a day's work for the next generation of Web development companies emerging in the channel. One such company, MassMedia Studios, has completed a project for the Hong Kong Tourism Board that has propelled the Australian start-up on to the world stage.
Hong Kong's Tourism Board first ran into MassMedia at a seminar hosted by the Australian Direct Marketing Association. It liked what it saw in MassMedia's presentation so much that it had the developer design a new marketing Web site to encourage tourism to the place they've coined "the City of Life".
Founded in 1999 at the height of the dot-com era, MassMedia Studios is a developer with a difference, according to managing director Steve Fanale. For a start, its founders come from a marketing and advertising background, cover both the Web development layer and combine it with digital integration.
The result is a number of Web-based applications that cover a range of digital media including SMS messaging, e-mail, the Internet and digital television. It's a strategy that Fanale says enables customers to fully leverage the benefits of each digital medium.
Applications include viral marketing games that can be played online or forwarded to friends via e-mail, such as the "Discover Your Destiny Fortune Cookies" on the Hong Kong Tourism site, as well as SMS alerts and e-mails on special airfares or discounts.
"The viral marketing component of the online promotional campaign was implemented to generate awareness and interest, and offers a key incentive for travel enthusiasts to discover the culture and highlights of Hong Kong. We also built in a send-to-a-friend functionality to encourage people to spread the word about the site," said Fanale.
"Today, marketers are presented with a multitude of options to spread a campaign message and we're finding that many of our clients are adopting an integrated approach to awareness-building campaigns and embracing advanced marketing techniques such as viral marketing and SMS promotions with positive results."