We needed to create buzz and credibility for the unknown character Thirst, in advance of the TV campaign featuring him as the new face of Sprite. Our target (teens 12-18) was practically born online, so we decided to eschew a traditional online media buy. Our viral videos and Thirst’s editorial presence on MTV.com led to milesthirst.com. Here one could see the videos, journal entries, Q&A and photo galleries. We teamed with Frank151 to incorporate images of guerilla postings created by 'Obey' legend, Shepard Fairey. The site was an invaluable ingredient increating a voice and personality for Thirst.