Creation of 300 London Virus Cards, each offering travel to London for 2 persons and which could be passed on and on to friends, encouraging people to promote London and their experiences.1 launchA radiocampaign announced the outbreak of the virus Mediapartners were infected by the Virus and spread the first virus cards upon their audiences, resulting in editorial media space A viral movie of a London streaker explained what the London Virus and the London Virus Card was all about.2 virus chaseA tracking-map on londonvirus.be made it possible to track the virus and contact its owner’s in real-time via their social network accounts. Also via social networks the owners could share their experiences about London.

Eurostar’s facebook page served as a hub for exchanging tips about London and tricks to get infected by the virus.

In the first 3 days, almost half a million unique surfers visited www.londonvirus.be, almost 20% of all Belgians interested in city trips.

Participants to the online game : 44000londonvirus.be : 808375 visitors (474727 UV) – 3233760 page viewsFacebook fans: 320% increase (exceeding the one of the Belgian premier football league)Followers on twitter feed : 430% increaseopt-in database Eurostar : 111% increase (net increase 12308 individuals) “London Virus” was the most twittered word in Flanders during time of competitionEarned mediavalue : +328%