Following the success of its pre-Christmas viral marketing campaign, the UK's Islay Malt brand Laphroaig is now developing e-cards to support Easter and Father's Day.

Distributed to 7000 UK members of Friends of Laphroaig, the company's pre-Christmas campaign consisted of four different e-Christmas cards.

Laphroaig claims that over 40% of those who received the email with a link to a selection of e-cards went on to send a personalised card to a friend.

Laphroaig brand director Michele Pitts said: "This viral activity was the first foray into the world of viral marketing for Laphroaig and we have been pleasantly surprised by the results."

"It is quite obvious to us that the Friends of Laphroaig 'loved' rather than 'hated' this distinctive and original approach with almost 1000 sending a card to a friend within the first three hours of the email being sent out."

Pitts continued to say: "In the first week alone this initiative introduced 3500 potential customers to Laphroaig and the Friends of Laphroaig programme."