NEW MEDIA MAZE REVEALS ‘BULLETPROOFBABY.NET AS GUERRILLA MARKETING CAMPAIGN

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) September 7, 2007 -- On 27th July 2007 www.bulletproofbaby.net an e-commerce site featuring a range of bullet proof and chemical warfare defence baby products was launched. Featuring a product demonstration video (which was seeded organically using video content communities such as YouTube and metacafe) where a mother places her baby into a bullet proof pram and than shoots at it with an automatic rifle. The video ends with the baby emerging unharmed.

Since its launch, the Bullet Proof Baby brand has received global attention both online and offline. Despite references to SHOOT ‘EM UP the sites content was taken seriously by journalists, bloggers and various members of the public. With thousands of references online, Bullet Proof Baby has been storming the internet. Coverage included a main news feature on Channel 5 television in Spain, a leading story on the front page of a leading Swedish tabloid and an article in London’s Metro newspaper.

Chris Edwards, Head of Strategy at New Media Maze explains “With such a competitive market place, we needed to create a stand out piece of communication. Bullet Proof Baby teeters on the edge of believability whilst playing on people’s fears. Since launch things have been going a little crazy, we’ve been inundated with journalists, potential business opportunities and even people wanting to buy a Bullet Proof Stroller! Bullet Proof Baby really does show the power of Guerrilla Marketing”

SHOOT ‘EM UP is out on in UK cinemas from 14th September 2007

See the Bullet Proof Baby website here: www.bulletproofbaby.net
For more information on SHOOT ‘EM UP visit: www.shootemupmovie.com

© 2007 New Line Cinema. All Rights Reserved.

For further information please contact:
Chris Edwards
New Media Maze
E: chris@newmediamaze.com
P: 020 7097 3600

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