Over 15 days and 2 cities, teens at hangouts were invited to pimp the 'Sole Machine', a vintage car using graffiti. A travelling production crew shot and uploaded hundreds of videos and pictures to Facebook and YouTube. Flyers were distributed to all the 'Pimpers' inviting them to the design competition a few days later at a pre-selected Puma store. 6 winners were picked by Facebook fans via an online contest. The viral power of the 'Like' button and tagging kicked in with people tagging themselves, which in turn got their friends involved, resulting in massive participation for the contest.

Duration: 15 days, 27 venues, 5,500+ on-ground interactions.Content Created: 15 videos and 300+ Flickr uploads.Designs Generated: 300+ designs. 77 shortlisted. 6 WinnersContest Impact: 10,450 votes / 12,790 Likes / 1548 Comments Online. Impressions: Flickr: 9,000 / Twitter: 59,200 / Facebook: 8,217,531 / YouTube: 35,000+ Views.Fan Growth: 372,524 Worldwide and 87,852 from India.India jumped 3 places to become the #1 fan base for Puma on Facebook.Pimp Your Sole is now a viral marketing benchmark for Puma worldwide.