The community of blogger moms received mystery bottles of shampoo and conditioner in a creative mystery presentation and were challenged to try it for 14 days. Each book was cutomized with her name and product variant to meet her hair needs. The approach was designed to create enough intregue and anticipation so moms would write blog entries and crate buzz about the mystery product.Weeks later, we sent the same blogger moms locked boxes with thepromise that the mystery would soon be revealed. Then days later, they received an e-mail with the code to unlock their boxes.