Conect (Specialized Council of Pay TV Thematic Channels) wanted to empirically demonstrate the advertising efficiency of these channels by launching a product never yet seen on TV and measuring its impact on the audience.A communication experiment promoted “Miravete de la Sierra” a peaceful and unknown village in Spain. Four TV spots starring the village’s 12 inhabitants exclusively shown on Pay TV channels directed viewers to the web where we measured its impact. On the web we presented a 3D virtual tour, souvenirs, downloads, reservations, donations to restore the church and even the 1st Virtual Goat Milking Championship.