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The primarily online campaign features the ex-Meat Loaf guitarist in a UK website and advergame created by viral specialists, Matmi New Media. Dubbed the “King Of Kindie” (credible childrens’ music), Mr. Ray also features in competitions and features on parenting/childrens’ activity websites, and promotions with childrens’ activity franchises including Gymboree, the nation’s biggest child development programme in the UK.
Aimed at 2-6 year olds and their parents, Mr. Ray’s catchy and educational music has won a large following in the US with over 80,000 album/DVD sales through the US website and tour alone. Matmi’s advergame, “Mr.Ray and the Missing Colours” went straight to the top of the worldwide Viral Chart on its first day and has attracted over 600,000 players in its first month.
Dan Maurice, Digital Co-ordinator at UMTV, explained: “The UK is the natural choice for the start of an international campaign for Mr. Ray. We needed a digital agency with strong creative ideas and a sound understanding of the way children can interact with the web. We really liked the way Matmi interpreted the brief and they have a great track record in interactivity and character animation because of their success in online games.”
He continues: “The adventure game, “Mr Ray and the Missing Colours”, promotes the website and it’s great to see such high demand for online material aimed at this age group. The whole thinking of Mr.Ray is that kids learn without realising it, enjoying the music, puzzles and games. Matmi’s done a great job of getting just the right balance to help us successfully introduce Mr.Ray into the UK after his stunning success in the US.”
About Mr. Ray
Ex Meat Loaf keyboard player and guitarist Mr. Ray (mrraymusic.com) has been dubbed the “King Of Kindie” by The Times and the BBC. A seasoned musician and singer songwriter who has shared the stage with legends including Bruce Springsteen, Mr. Ray creates cool music for children aged 2 – 6 and their parents to enjoy together. His clever lyrics and witty melodies inspire the imagination and encourage play, and appeal to the whole family.
About the UK website and game
The all singing, all dancing (literally), interactive UK website includes an animated Mr.Ray who guides children through his songs and introduces characters from them who come to life. The site also includes other fun, interactive content and educational games.
In the adventure game, “Mr Ray and the Missing Colours”, children help the musician to return missing colours to the rainbow by visiting themed planets and solving puzzles, unwittingly advancing their ICT and problem solving skills whilst online. Once the rainbow is restored, players enjoy a celebration concert featuring Mr.Ray’s catchy music.
About Matmi New Media Design Ltd
Established in 2001, Matmi (matmi.com) is a Cheshire based organic Internet farm whose produce is fresh and challenges everyday standards. Our latest projects include a Golden Award of Montreux winner, a Eurobest winner, the busiest Christmas viral games of 2006 and 2007, and a BIMA nominated viral for Comic Relief responsible for over 20 million visitors to the Red Nose Day 2007 website. Our clients include Asda, Anglo Drinks, Argos, Comic Relief, Dolland & Aitchison, DTZ, Jim Beam and Universal Music. Take a tour of our website or call us for a chat.
For more information, please contact:
Dan Maurice, Digital Co-ordinator, UMTV, 020 7471 5184
Sandra Skiba, Cool Kids Music, PR for Universal Music, 07748 3221266
Jeff Coghlan, big cheese, Matmi New Media Designs, 07921 620499 / jeff[.]matmi.com.
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penny[.]matmi.com 
