We began by hitting the streets of Britain with a documentary film crew, asking the target audience what could they do with the offer.A guy called Josh Ward told us he’d start a ‘superband’. So we gave him the product and challenged him to do it.We didn’t know what would happen from one week to the next as we didn’t know Josh, or how successful he would be.He used his free texts to contact every musician he knew. He then used his MySpace to attract musicians he didn’t know.He plotted them on a Googlemap that became a database of British musicians.He used his own Twitter account to stay in touch, and uploaded video diaries to his YouTube channel.He wrote a song with a couple of band members and then organised a nationwide tour so that he could play it and record it with as many band members as possible.

13,500 people sang karaoke together for an hour, proving that Life’s for Sharing.European TV news and newspapers reported the event generating over £2.5 million worth of free media, reaching 42.5 million people.Over 12,000 texts were sent afterwards to thank everybody who came. Over 10% replied (5 times the normal response rate).Over 150 user generated films uploaded to YouTube.The YouTube page became the most viewed sponsored channel in the UK, 2nd in the world.Over 5 million YouTube hits.The facebook group attracted 17,000 fans.Specific sales targets increased in each market:UK 61%Hungary 142%Croatia 150%Czech Republic 244%Macedonia 28%Austria 50%