Two print campaigns subjects were put up for auction on the famous auction portal, packaged together with a media plan of 50.000 cards donated by Promocard and distributed in Rome and in Milan. A one to one e-mail activity to hand chosen socially conscious or product related companies invited participants to the auction. They were also sent a customized print ad complete with the companies’ logo. PR and on line community marketing created buzz. Companies were able to find out more about the event through a dedicated landing page.

MySpace Italia won the auction; all proceeds have been given to a related charity.