"We chose to go viral with this campaign because we wanted to drive traffic to Slurpee.com, David Morley, interactive creative director at FreshWorks/[image-nocss] The Integer Group, told the online pubication.
The campaign is expected to run through July, said the report, and is being cross-promoted through banner ads, the Slurpee website and promotional emails.
The micro-site campaign is powered by Oddcast's PhotoFace,a technology that transforms a single photo into 3D avatar models. Oddcast's technology has appealed to an increasing number of advertisers and publishers interested in engaging consumers with highly interactive online experiences, the report added.
The PhotoFace facial recognition and manipulation feature maps out the key elements of each image and alters them to create the "brain-altering effect." This allows the image to take on varying facial expressions.
An unusual aspect of this technology is its ability to remember the key dynamics of each and every pixel, according to Adi Sideman, CEO of Oddcast, New York. The result, he told MediaPost, is "little user input that generates a high-production-value media."
Oddcast partnerships typically start at $75,000, which increase based on how many videos are involved, the length of the videos, among other factors.
To date, Oddcast has had a number of successes, including its Elfyourself viral marketing campaign for OfficeMax, and its Monk-e-mail campaign for Careerbuilder.com, the report said.
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