HP wanted to communicate with potential customers during the World Cup. However, they weren’t an official sponsor. So we created a property called Fingerskilz. We launched with a film showing off the skills of our hero, Dave B. This was complemented with a blog showing how to get started. Throughout the World Cup we released films and added blog entries. The site got over 10 million hits, accounted for 20% of the traffic to the HP website and got coverage on MSNBC, New York Times and countless other TV channels and newspapers. This couldn’t have happened in any other media.