The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 4, 2011 | 1 min read

The National Trust has released a web video to promote MyFarm, its real-life experiment inspired by the smash-hit social networking game FarmVille.

The video - created by Dare - aims to drive traffic to my-farm.org.uk, where the National Trust is offering 10,000 web users the chance to take control of the Wimpole Estate farm in Cambridgeshire.

For an annual fee of £30 members will be able to vote on key decisions surrounding the everday running of the farm, including the type of crops grown and the livestock it breeds.

The National Trust hopes Dare's video, which features the slogan "Online farming just got real", will go viral.

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