The viral campaign was launched with Cactus Girl’s vlog on her My Space page and updated as the story unfolded. A four part TV campaign launched as well as 96 sheet teaser posters and phone boxes. A 90 sec blockbuster 'movie' trailer then teased audiences on-line and in cinemas, and paved the way for new content which constantly appeared from different characters in the story. Throughout the duration of the campaign fifty pieces of content were drip fed, building on the existing story, and ending with the 'final' episode and three alternate endings that viewers voted online for: Happy, Twist and Sad (where the heroes are violently killed by the Mexican Federales)

Oasis was a tiny brand with small budget and very little market share. The brief was to create brand love through fame. At the end of the campaign the name and face of Cactus Kid and by association Oasis, was everywhere: over 100 different blogs, fan sites and bits of film created by the public sprung up on-line. A comic strip appeared in a national newspaper. Groups both for and against Cactus Kid appeared on Facebook – Cactus Girl had thousands of friends on her MySpace page. And all the buzz reflected in the tracking results. Brand awareness doubled from 16% to 35%. Spontaneous awareness more than doubled from 9% to 22%. Oasis popularity soared from 27% - 45%. Whilst the rest of the non- carbonated beverage market reported losses, or no gains at best, Oasis base sales increased 9%.