Brief: Design of online projects with the aim of boosting target audience loyalty. Several viral marketing pieces were developed and sent to frequent users of the djexpression website in order to complement the BTL strategy. Objectives:The key goals of these actions were: Familiarize Lucky Strike customers with the Web; Complementing the BTL strategy; Enhancing brand loyalty; Complementing the ATL DjExpression campaign. Target: Djexpression.com is aimed at night clubbers, techno-house music lovers and habitual smokers with ages 18-30.