Due to the limited budget and the ambitious goals, we decided to target those who could favour the series recommendation and amplify the impact of our communication.We banked on targeting our communication to the main bloggers, but instead of sending them information about the series, we decided to make them have a unique experience (to experience firsthand and go deep into the Battle of Guadalcanal through an innovative application over Google Maps) and we asked them to help us spread the experience by including the application in their posts, so as to generate traffic to the campaign microsite.

Of the 90 bloggers contacted, 70% published the piece with no prior incentive whatsoever.

More than 200 bloggers included it in a viral way, generating more than 834 positive references about the series (96.4% of the comments).Shared 5,000 times on Facebook.Three days into the launch, the client asked us to convert the piece into a display banner format targeted at mass media.Visits to the www.plus.es increased by 43%, where the user could finish the subscription process.According to the client, this action yielded ROI of 458%.