NewswireToday - /newswire/ - London, United Kingdom, 04/22/2009 - Following the announcement of its biggest ever marketing support campaign on 31st March 2009, Vimto has appointed branded entertainment specialists Matmi to design and deliver the digital elements of its new brand strategy.

Detailed planning is still underway, but Matmi’s remit includes a new teen-oriented website with interactive and viral content, and a social networking strategy to change the perception of the brand in the teens-to-early-30s age group.

Emma Hunt, senior brand manager at Vimto, said Matmi’s experiential approach and skills in demographic targetting were deciding factors: “Matmi understands how to reach a particular audience and offer a fulfilling online brand experience that wins hearts and minds. We’re very excited about fresh, savvy digital possibilities for Vimto and look forward to breaking new ground with some of the online marketing techniques we use.”

Richard Barrow, Account Director at Matmi, is looking forward to putting the agency’s complete range of services at Vimto’s disposal: “Vimto’s brief was perfect for Matmi. From character design and animation to websites, advergames and social networking, Vimto’s digital presence will be highly interactive – both with the audience and in creating interaction between elements. This experiential approach creates an understanding of a brand at a completely different level which is great for changing audience perceptions. We are delighted with the appointment.”

Matmi will work alongside Vimto’s in-house marketing team and its existing agencies to design & deliver the digital elements of Vimto’s new brand strategy; Driven (creative strategy), Smarts (trade PR) and Mediaedge:cia (media planning & buying).

About Matmi
Established in 2001, Matmi (matmi.com) is a UK based branded entertainment specialist whose work is fresh and challenges everyday standards. Our latest projects include the runaway Lily Allen game “Escape the Fear”, a DADI Award winning Christmas viral chart topper, a Golden Awards of Montreux winner and a BIMA nominated viral for Comic Relief responsible that’s been played over 26 million times worldwide.

Matmi has been breaking new ground in branded entertainment since 2001, well before online tracking facilities were available. Our highly advanced seeding database enables companies to reach audiences of millions worldwide.

Agency / Source: Matmi New Media Design Ltd

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