Viral, online and print campaign launched

An online price comparison website has announced it is launching an integrated advertising campaign this Christmas.

The drive by PriceRunner.co.uk will combine print and poster advertising with an online push involving banner ads, paid search and a viral campaign.

Its internet advertising will target more than 10,000 websites, reaching an estimated 70 per cent of online Britons.

The viral campaign was created by digitaltmw and centres around a character named Rude Elf who berates "lacklustre" Christmas presents such as socks.

Gary Goodman, marketing director at PriceRunner.co.uk, commented that the advertising push seeks to "engage users via word of mouth".

He added: "We'll be reaching millions of people in a variety of places, in a very short, concentrated space of time."

Earlier this week, Emmanuel Vivier, managing director of viral marketing company Vanksen, commented in his blog that viral marketing has to offer users surprising or amusing content.

He said that unlike traditional marketing, the advertiser is not simply forcing product awareness onto an audience but instead facilitating sharing.