The hosts proposed de-gooing methods were:Daryn – medieval catapult, load it with items showcased in the brandsell TV spots and fire them at the egg.

Sheena – Sumo Wrestle the goo out of the Egg.

Paul – battle the egg in a super hot Sauna to see who would melt first Nicole – hoist the egg on an industrial crane and smash it wrecking ball style against the MTV buildingIn conjunction to each hosts :30 sec de-goo vignette and multiple in-show mentions, a :30 second co-branded spot and :60 sec teaser were also produced that ran across the network and on MTV.ca, in-show & MTV Facebook page mentions; the battle became so ruthless that hosts took to their own personal social accounts - further extending awareness and hype surrounding the campaign.

To keep the big de-goo day top of mind post-vote we ran tune-in reminders leading up to the big day.

On Wed. Mar 24, 98,400 viewers tuned-in to watch Sheena sumo wrestle the goo out of the Giant Cadbury Crème Egg Live; representing a 43% audience increase, which can solely be attributed to the de-goo event. 71,100 of those viewers were the highly coveted demo!During the short 10 day voting period, 24,000+ MTV viewers visited the site, with 13,000+ viewers voting, spending on avg. 5 mins per visit.

Over the 5 wk window - the campaign generated over 33,000 active twitter followers, 26,000 FB fans The de-goo was a huge playful-messy success and relevancy scores improved against the target.