Viral takes word of mouth into cyberspace

Car-maker Ford found out just how effective "viral" marketing can be when an unapproved advert depicting a cat being decapitated by the sunroof of a Ford started doing the rounds on the internet.

Now technology companies are using email and phone-messaging to make viral marketing a legitimate selling tool.

Melbourne firm Gizmoz has built up its business running animated viral marketing campaigns, where messages spread via the electronic version of "word of mouth" - email forwarded on.

Gizmoz already has Saatchi & Saatchi and Warner Brothers Television Network on its client list.

In 2001, Gizmoz launched an opt-in email service to promote the film Final Fantasy. The company claims 60 per cent of the growth of the opt-in service was attributed to the viral factor - people forwarding on the animation.

But the Gizmoz messaging platform also works for cellphones, sending animations as picture and video messages. As 3G networks become more prevalent, the ability to send more sophisticated animations will improve.

The Gizmoz Talking Headz service involves cellphone messages that use animated heads to speak the text. Users select the head of a celebrity or a cartoon character.

The system also uses keywords from the text to detect the emotion of the message, changing the expression of the animated head to suit.

Gizmoz conducted a number of undisclosed trials of the technology.

The service has won some major backers. AOL, Fujitsu and former Apple Computer boss John Sculley are investors in Gizmos.

The company also has offices in Sydney and New York, and does its research and development in Tel Aviv. Peter Griffin

How to enter Mobile application developers are invited to enter the Frontier transtasman competition being run by the Herald and Ericsson.

The competition seeks to find the best cellphone applications in New Zealand and Australia. Entries close on September 17.

Finalists win prizes and the chance to pitch applications to operators and investors. See Ericsson: Frontier for details.

Gizmoz