To reach the IT software developer audience and tie into the Web 2.0 features of RTC, a highly Digital/Social Media approach was developed, featuring Mr. Fong, a developer who is lost in space. The approach includes moving from unbranded viral communications to branded communications which aims to entertain and engage the audience to impact product trial. Mr. Fong is brought to life through Video Email, Viral Videos and Social Media Networks where he urges for help to get back in touch with his team.