The campaign gained significant exposure across a variety of media. New target audiences were reached and interacted with, while valuable insights about them were gained too. By interacting with them we were able to discover their likes and dislikes, preferred party spots and social habits. As well as substantially increasing our database, it also provided a compelling insight into what competitor brands are doing. The launch of the second, branded phase was supported by online PR, radio and print and saw a 2027% increase in site traffic. As a result, brand awareness increased significantly.