Seeded MC Farmer in full bloom

Hong Kong - A viral marketing campaign for Nokia's Ncool program has taken on a virtual life of its own, attracting more than 900,000 views in its first week.

The campaign, from independent agency Eight Partnership, launched virally just one week ago and has spread around China 's biggest video sites including 56.com, sina.com, YouTube China and has even made its way onto Chinese TV network Jiangsu.

Simon Xue, digital marketing manager with Eight Beijing, said it was hard to track official views as reposting were difficult to monitor. But he said views has exceeded 900,000.

The official launch of Ncool does not kick in until early December, but already a number of plans are in place to capitalise on the viral campaign's popularity.

The centrepiece of the Ncool program is a website where users can exchange opinions, photos and links.

While nothing official has been announced, a possible MC Farmer album or collaboration with rap artists are on the cards.

"It's actually been a soft launch, but we have a series of other strategies to leverage the current attention on the Ncool site," Xue said.

"A lot of people are asking when the album will be out."