UWE improves Rubber Republic's viral marketing tracking

Issue date: 25 January 2010


The Harvest: Viral campaign for South West RDA An innovative partnership has just kicked off between the University of the West of England's software design experts and media company Rubber Republic. The Bristol-based company produces video and online films and games for advertising and PR purposes. It designed its own in-house software, called the Viral Ad Network, to manage campaigns and uniquely, track the success of viral advertising.

Rubber Republic has a global profile with international clients such as Paramount, Triumph Motorcycles and the BBC.

Managing director and co-founder Andrew Parkhouse built the company up over eight years from three people to more than forty full-time equivalent posts. He said, “Understanding the extent of our marketing and PR campaigns' reach is crucial to our continued success and we need to ensure a clear vision of how the software could be developed to ensure the company remains awesome.” The Viral Ad Network is benefitting from a mix of expertise from UWE's software design staff, working with recent graduate Ally Stuart of Rubber Republic, backed up with £10,000 funding for six months from the government's new short Knowledge Transfer Partnership (KTP) programme.

Academic supervisor Dan Dixon of UWE's Bristol Institute of Technology said, “This KTP will embed product development and project management skills and processes in a company with a young staff profile. The aim is to ensure the company can continue to benefit from its ownership of the Intellectual Property inherent in this unique software product.

“This project will start to create a centre of excellence for Web Product Management in the South-West. It is a great example of a small creative services company using Web Product Management techniques to create a platform product, as a route to increased profitability and improved time to market.”

As Rubber Republic has a global reach, the project will demonstrate internationally the new media expertise available at UWE and in the South-West of England.

For more information on UWE's Knowledge Transfer Partnerships visit Knowledge Transfer Partnerships

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