Viral seeding site Kontraband revamps to improve service for brands

LONDON - Kontraband, the online library for all things viral, has relaunched the website to make it more accessible for brands wanting to use it to seed their campaigns.

The site started five years ago as a place where amusing animations and funny pictures could be stored and accessed by friends.

However, with brands seizing on the opportunity to harness viral marketing to promote their brands, the site has rapidly grown, and is used by brands to seed their viral campaigns. Kontraband has hosted campaigns for brands such as Lynx, BMW, Pot Noodle and 3 Mobile.

Richard Spalding, co-founder of Kontraband, said: "Brands are realising that what we offer delivers accountability and real value for money and is being seen as an important addition to their marketing strategies. They no longer think of virals as spam, and viral marketing is now being used in conjunction with radio and cinema."

The site offers a tracking service for clients to provide real-time viewer statistics as well as feedback on what viewers have said about a campaign.

The new-look site makes it easier to use for commercial purposes, but does not forget its roots as a "back bedroom site", with plans to introduce a "home video" section for people to submit their own viral clips.

Wes Dunton, co-founder and chief editor of the site, said: "We wanted to create an area where our users could submit their own homemade content and to encourage them to make their own viral clips. The response we have had so far is overwhelming."

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