This entry relates both to an event and to the digital content created at the event. It did not utilise traditional TV or broadcasting channels.

The event played out across three acts – an advertising campaign drove people online to register for tickets to the live event, while online activities such as a Facebook game and regular social media updates drove interest across the global audience.

At the event, attendees used RFID passes to create and collect content, which could be retrieved afterwards on a personalised souvenir site.

Content was hosted on social media such as Flickr and YouTube, to maximise sharing.

- 40,000 attendees on the day, creating over 90,000 pieces of content that generated reach through social media in excess of 14m.

- Total media reach in excess of 4bn.

- Total global reach 74m.