1. ‘Now’ Goodies and Vendors:Every day, Vodafone releases a free 'goodie' (eg. instant picnic, pillow fight and Easter egg) from ‘watercooler’ vendors dotted around the island. Vendors can be cloned and gifted from user-to-user.2. Island: ‘Make the most of now’ at heart of island experiences which include: a multi-directional-user-triggered ‘sound garden’, ice skating in a user-generated igloo gallery, synchronised swimming, events mirroring real-life sponsorship activity.All experiences are free, no products for sale.

£30,000 production cost had huge customer and corporate impact. Thousands of users visited, users embraced and distributed goodies, thereby empowering users as a distribution channel. Global PR included radio, press, TV and online coverage. Because Vodafone keeps on giving rather than exploiting, it has established enduring relationships with users.