Viral entertainment site Kontraband has expanded its library of 3G content with a Home Movies category, while calling on big brands to experiment with branded viral content on mobile.
The new section will allow Kontraband's 350,000 daily users to submit their own film clips. Kontraband will select clips for uploading which will be voted off by other users, so only the most popular ones remain on the site.
Although users will own the full rights to their clips, they agree to give Kontraband the option to license their material for 3G usage. However, to date about 70% of submitted clips have been unusable.
Kontraband launched a 3G service on 3 last month and is in late-stage talks with one of the other major mobile network operators in the UK and two in Asia. It has uploaded clips for online card game PokerRoom and games developer THQ on 3.
Richard Spalding, MD and founding partner of Kontraband, said that branded 3G viral clips had great potential which mainstream advertisers could be doing more to exploit.
"There's a big buzz about this but when you approach brands they get nervous," he said. "I don't think they understand it yet. It's just the next stage beyond the Internet for them."
kontraband.com
Copyright: Centaur Communications Ltd. and licensors
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