To activate discussions we leaked fake photos of new Rock glasses. According to the gossip the pictures of exclusive Rock glasses had leaked from Saku Brewery. We put a clip onto Youtube that showed happy Rock fans who were lucky enough to hunt the new desirable glasses from somewhere. It was unclear from where they had got the Rock glasses, but in this stage of the campaign the only possible way was to steal them from pubs and bars.See a clip: http://www.youtube.com/watch?v=OGNF1BPjAuUTitle: Rocki klaas pähe (ENGL: Head smashed Rock's glass)Description: mustem kui emo juukselakk (ENGL: Blacker than EMO's hair gel)

No mass media support was used during this campaign. The campaign in forums was clearly noticeable and engaged the targets.

The posts regarding new Rock glasses were read more than 10 000 times, also those were answered more than 1000 times. As a rule the topics the forums visitors find boring create much more weaker (if any!) response. The fake pictures of Rock glasses were also added to the picture site. Statistics from this site showed that pictures were viewed more than 900 times.