The Brief: Create an interactive, viral marketing experience in the browser and desktop client promoting the use of MSN Messenger.The Solution: Realityfame.com invited visitors to create a promo for their own reality TV show via customisable storylines and casting. The site encouraged users to download the Messenger client to save and share promos, access more scenarios and view behind-the-scenes content (no longer available in US Messenger, but is in Australia and will be in Canada) No traditional online marketing was used. Responses were generated by word of mouth via shared promos and seeding on message boards and blogs.