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Fiction Records, a subsidiary of Universal/Polydor, has selected viral marketing specialist, Matmi New Media, for the development and launch of its first online viral game. Dance Match is Fiction Records’ first foray into viral gaming and is part of the promotional campaign for The Maccabees’ new single “Toothpaste Kisses”, released on 7th January. The track from the “Colour It In” album has already been used by Samsung in the advert for their latest mobile phone handset.

Kelly Ridgway, Product Manager for The Maccabees at Polydor Records, is impressed with the game’s early strong performance: “We’re very excited about the marketing possibilities that viral gaming represents for our artists. As a medium, it’s interactive, measurable, can be significantly targeted and fundamentally, we can potentially reach a different kind of consumer.

“With Matmi’s high profile track record in viral marketing, they were the clear choice in attempting this with one of our artists. The results have been great – the game has already achieved well over half a million unique user plays, with an impressive 60,000 users either clicking through from the game to the band’s iTunes store, website, mailing list or music video. In all, it’s been a fantastic profile boost for an alternative band like The Maccabees, and we’re pleased with this strong early start.”

Jeff Coghlan, MD at Matmi New Media, sees Fiction Records’ decision to incorporate a viral game into The Maccabees’ launch campaign as a potential breakthrough for the record industry.

“This is a great opportunity for us to prove that viral gaming has a significant contribution to make to the record industry. It’s a pleasure to be working with Fiction who’ve had the foresight to build this game into their launch campaign for The Maccabees. It’s going to be fascinating to see what impact the Dance Match game can make on their Myspace page, Youtube video, website, mailing list and so on. Watch this space!”

Dance Match incorporates characters from The Maccabees’ Album, Colour It In, which are based on hand drawings by The Maccabees’ lead singer, Orlando Weeks. In this brain training memory game, the characters appear randomly on the squares of a dance floor chessboard. Players are tasked with remembering increasingly difficult dance patterns on the chessboard which they have to repeat perfectly in order to score.

Sound simple? Try it now at!

The Maccabees’ website:
Myspace page:
Matmi’s website:

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