Created by Maverick Media for the , the campaign has been planned, seeded and tracked by Digital Media Communications.
The features two lads walking in the countryside, when one suddenly disappears into a puddle that is a little deeper than it seems. It finishes with the line "take the plunge, join the Ramblers".
The campaign is being seeded via DMC's online influencer network and drives viewers to the Ramblers' website, where they can read an interview with Madonna and find out about the organisation's campaigning work.
Nick Milton, director of marketing and communications for the Ramblers' Association, said: "The use of online viral marketing is a radical new departure for the RA, and marks the start of a sustained campaign to get young people to see the organisation in a different light."
He added: "We decided to use a viral marketing campaign because this technique raises wide brand awareness very cost effectively and viral films are very popular among young people."
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