108 million views of the megaposter in 2 months.>460% lift in participation in loveletter contribution on the microsite.The number of views drastically exceeds typical ambient media, including the impact of the unusual placement.During this campaign phase the daily rate of loveletter contribution rose by more than 460% until the end of the campaign.

1,846 love-letters uploaded by the target audience (ca. 64,000 visitors to the contest part of the microsite).Response rate of 2,9% which exceeds the expected 1% (according to the 1% rule of user generated content on the web).