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Press Release


Defected Records pilots viral

Defected Records pilots viral

To commemorate the launch of its latest release ‘Dimitri from Paris – Return to the Playboy Mansion’ Defected Records is running a viral campaign where entrants could win either a fantastic trip to the Fète de la Musique in Paris or limited edition CD box sets or T-shirts.

The ‘Dimitri’s Casino’ viral game was designed and produced by integrated agency Milton Bayer.

Inserts promoting the game are included in Dimitri’s double CD and vinyl box sets released on April 21 and the Defected Community will be informed about the promotion through the record company’s newsletter. There are also links on the Defected website as well as other sites taking up the offer to feature it, such as Playboy, Maxim and many others.

This is the first time that the record label has experimented with viral, in regards to increasing its email database, as it already heavily uses audio and video on a promotional level.

“Dimitri is an internationally famous house DJ and his latest release gave us all the right ingredients to build a fantastic promotion where we could maximise the Playboy Mansion connection and have a tool that was both interesting and fun to use,” said Nick Navaro, digital marketing manager at Defected Records.

“We are encouraging players to forward the game to friends to not only download an exclusive Defected track but generate greater awareness of our latest retro disco, dancefloor and soul sounds, as well increasing our database, which is vital for our email marketing strategy,” he said.

The viral game can be found at

About Milton Bayer

Milton Bayer is fast becoming an integrated agency of choice. Working both above and below line it has produced powerful and effective campaigns for clients like Monarch Airlines, RCI, Visit Britain, Eastern Airways, Page & Moy and Travelsphere. In 2007 it won gold in two categories at the widely acclaimed CIMTIG awards for the multi media ‘England Rocks’ campaign. More information about Milton Bayer can be found at

For more information contact:

Ed Grant. Email:
Tel: 01604 704125

Jane Brodie at Str8 Marketing

Tel: 01327 830625 or 07812 491954

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