For the introduction of ‘video calling’ by KPN we developed an online viral concept: the Blow Card. The key benefit of video calling – sharing visual experiences – was explained in a TV commercial. It shows a grandfather congratulating his grandson by making a video call. Grandfather tricks the boy with a birthday cake. He thinks he blows out the candle, but actually the grandfather did it. With the Blow Card you can send a personal message by sending a birthday cake. The message is revealed when the receiver blows out the candle. How? By blowing into the microphone of the computer!