The objective: a different take on car promotion while launching the Alfa Romeo Spider convertible in Slovakia.

Spider = performance, design, sex appeal.

The target audience: People connected by the net, wannabe owners of the Spider, ready to have fun by interactively spreading rumours about their friends, colleagues, lovers, enemies or even themselves - motivated by human emotions like malevolence or show off.

The medium: www.rumourmaker.sk, an interactive tool to construct and spread tabloid style rumours about anybody – all you need is to have a photo of that person.

Spreading the virus: The viral spread in form of custom made e-mails. This way people received, created and sent hundreds of rumours and spread the virus further. We have also stepped into people’s discussions on selected news or entertainment servers - by creating and posting custom made rumours into those discussions, in the end receiving spontaneous media coverage as well.