Viral game to spread the word on Glastonbury Festival DVD.

This article reports on a viral game that will be released by EMI Music to promote the DVD of the Glastonbury Festival on its Catalogue label on March 21, 2005. The viral game was produced by agency Stickee from an in-house concept. It invites players to take part in the Glastonbury Games, testing their skills against the events that draw on the theme of the music festival. Viral marketing has become integral to releases from EMI Catalogue, which is responsible for marketing the entire back catalogue of EMI, because its artists are often not available.