We created a James Bond like scenario: An evil mastermind created a virus to eliminate Zero from the binary code, so the whole digital world was under threat of destroying.The question came inevitably: ‘What would the digital world be with zero Zero?’Key James Bond alike characters were there: R. (woman boss), B. (guy with the gadgets) and Bond girl – Tanya.In order to give it a flavor of the real thing, we used in the scenario real people (top Romanian bloggers) and real locations from Bucharest and Brasov.Agents had to use a lot of online applications in order to advance in the mission.

Clues and leads could be found through adwords on Google, articles on real news web sites and Romanian top blogs, social networks, an online chat also. They also had to contact a virtual journalist on e-mail or to find GPS coordinates on Panoramio.

72.000 people visited the main web site during the campaign from which 23.580 users became agents and were deep engaged through this online experience.The missions were not so easy to solve. Agents were ‘lost’ on the way as it became too hard for them as they were advancing, but more than 2.100 agents made it to final episode.Time spent by agents in this campaign shows the deep engagement:15 days between first and last mission.Overall average time of registered agents was >64 minutes.Average time of agents who reached the final episode: >6 hours.