We created the character Fred, a new aspiring blogger, who invited his fans to actively participate in directing his life for 12 hours. Through the new Sony Bloggie Touch, our character shared a video every 20 minutes. Our blogger proposed 3 options for each video, allowing his followers to decide which of them he would do next. Followers could also participate live. Our star was geo-localised at all times and invited users to join him on many occasions, giving them the chance to receive a free Sony Bloggie Touch. We also had the support of well-known bloggers.

In just two weeks, Sony Bloggie was getting massive attention in the blogosphere and on social networks. With a presence on more than 150 blogs. 200,000 hits with a specific target. Thousands of interactions on Facebook and Twitter. And more than 52,000 visits to the blog.