Rarely has the announcement of a beta software version triggered such hype in the developer community.

- The communication goal of 80,000 subscribers was outbalanced 6 weeks after the campaign had started- 5 to 6 times higher rates than other Microsoft newsletters due to the clear creative reference: 25-30% click through rates - Blogs and forums were full of screenshots of the campaign website even before the software appeared- The issue was broadly discussed – does the caterpillar really exist or not?- In Redmond/USA (Microsoft headquarters) the campaign won the Developer and Platform Group Best Practice Award