The hunted was Liveguy, one man with the product. The rules were simple, catch Liveguy or pinpoint him digitally on a map to win a netbook.

This would have no scale if only a few people were involved. So we went after the most influential audience. We created a blog outreach programme and seeded information about the hunt to those who cared most and were most trusted by the masses, the technology bloggers. We extended the reach to the masses who would love the product, social networks users. We seeded clues and ran live ads across all social networks that also helped consumers and made it harder for Live Guy. Our very own video blogging stalker tracked his every move. We localised activity through local radio and promotions to ensure interest by location. All the activity that was running in real time was enabled through the product itself.

Our blog outreach programme went crazy. Originally 58 Live guy articles were written on key sites and a further 66 were written organically as result of involvement by the technology community. This element of the campaign alone reached 3.4 million consumers.Social media drove and localised promotions as a further 400,000 consumers got involved. This drove our share of influence up 12% and our share of buzz up 7%.In all, our campaign reached 10million consumers. Not bad for one man with a netbook in just a week.