NRMA uses viral car video as springboard for branded content campaign

NRMA has used a viral internet video as the springboard for a branded entertainment campaign which has taken the form a of Hollywood blockbuster.

The original video, Buy My Marina, was a slick advert designed by a car owner to sell their 1999 Holden Barina hatchback. The video became a web hit in July and has so far chalked up 1.24 million views.

The vehicle was bought by NRMA Insurance, with the proceeds going to Cancer Council Australia, which has now used the ad to launch Barinageddon, a spoof film trailer which sees the Barina transformed into a hi-tech machine.