The creative idea was that “a good, clean feeling unexpectedly prevails over dirty situations.” Celebrity talent was used to drive further engagement and interest. Orbit Dirty Shorts ran only online. Instead of trying to create our own community, Orbit Dirty shorts was spread through existing online communities and social networks so the consumer could engage on their terms. Distribution was through multiple video-sharing sites as well as paid digital media: YouTube, including promoted video, paid search and pre-roll; College Humor, including editorial support, pre-roll and custom skin; Break.com, including editorial support, pre-roll and companion banner; YuMe pre-roll and companion banner; Visible Measures viral seeding.

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