More Launches Virtual Boyfriend Viral Campaign

Emap’s fortnightly women’s magazine More is launching a viral email campaign which invites readers to download a virtual boyfriend.

Readers will be emailed a link to a microsite,

The desktop boyfriend then sends an email and photo every day. However, inevitably as the relationship unfolds, the boyfriend deteriorates and after two weeks an email from More encourages them to dump their boyfriend.

The campaign aims to build awareness of More in the crowded women’s magazine and gossip sector.

Commenting on the initiative, Lucy Dryburgh, Marketing Manager for Emap Elan,said: “Two week boyfriend is a new strand to More’s integrated media campaign positioning the magazine as fast, glamorous and the only fortnightly in the young women’s market. The campaign will support the ongoing success of the title that has shown a healthy increase in sales since its relaunch in June 2003.”

Earlier this year Emap announced details of the £3 million revamp of the title, in an attempt to appeal to a broader readership (see Emap Elan Unleashes Revamped More On Rivals).

Emap: 01733 568 900 www.emap.co.uk

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