The engagement was formidable from the start. Thousands of posts on our Facebook page, local press, ads in papers, missing posters, etc. The cows became extremely popular. As we expected some cows disappeared, but the self-justice in social media made it possible for most of them to travel from place to place, entertaining people. The cow travelling the longest journey went 4,100 km. We also surpassed the magic 100,000 Facebook fans and by the campaign end we had reached 120,000 fans (Norway’s total population is 5m.)