We launched GroundhogChase.com, a Pennsylvania Tourism Office promotion related to Groundhog Day in Punxsutawney.

The site created a buzz with offbeat videos of the Groundhog chasing his Shadow. GroundhogChase.com reached audiences through viral self-perpetuation and increased traffic to visitPA.com, Pennsylvania's official tourism site. The anonymous, slightly mysterious, guerilla-style promotion targeted the early finder of "cool" content - the hip Web enthusiast who takes pride in finding things first and sharing them with friends.

Quirky, on-the-fly design captured the "unofficial" feel. Our viral approach was through posting sites, blogs, message boards, film and design sites, and online magazines.