BT Answer: A viral promotion enabling users to create their own humorous customised animation. The purpose was to raise awareness of and encourage signup for BT’s free answering service BT Answer 1571 by creating amusing scenarios around the urgent messages which callers might want to leave for their friends. The animation is oriented around the antics of a cartoon character. There are 127 animation files that allow for the creation of 6000 combinations for a uniquely personalised movie. The promotion was seeded via BT’s marketing and advertising agencies.