The MPU clearly resonated with the target audience as it delivered over 5,000 clicks during the two week campaign (a 20% increase over 2004) and over 3,000 interactions (a x10 increase over 2004) which equates to an impressive 0.19% interaction rate. The overall campaign was seen by 21 million people, 200,000 of them in flight, creating surround sound to the IBM’s hospitality event. IBM have exceeded their E:R target of 1% on a campaign budget of $750,000 USD - a measurable improvement year-on-year.