±±¾©Èü³µpk10

Universal Pictures Video has teamed up with HMV (www.hmv.co.uk) in

an online viral campaign for a new range of Yoga videos.

The campaign, to promote the release of yoga guru Rodney Yee's Gaiam

Yoga video and DVD range, will run for three weeks across women's sites

such as femail.co.uk and via a viral email marketing push.

Handled by interactive marketing consultancy New Media Maze, the

campaign includes an html and text newsletter which will be sent to

5,000 yoga enthusiasts who have opted in to receive information on

health products. The newsletter will include a link to HMV's web site,

where users can purchase the products and read a feature about Gaiam

Yoga.

The campaign will run for three weeks until the end of January, and will

include competitions and banner ads on female, fitness and beauty sites

with the aim of targeting women aged 25 to 45.

Sites being targeted include the lifestyle section of Tiscali.co.uk, the

health section of iVillage.co.uk,gmtv.co.uk and everywoman.co.uk.

"The newsletter will aim to reach the more serious yoga audience, while

the banners and competitions will target the mass market which is

already beginning to embrace Yoga as part of a mainstream fitness plan,"

said Dawn Wright, senior project manager at Universal Pictures

Video.

The Rodney Yee video and DVD represent the first of a range of Gaiam

Yoga products to be released in the UK.

"Gaiam Yoga is part of the living-well range of health videos which are

market leaders in Canada and the US and are expected to be huge in the

UK," said Wright.