Naturally, platforms we used determined content we created. On Snapchat we'd actually have to create dozens of original pieces of content, individually created for each snap. On Twitter, we went for text updates, on YouTube, we created videos. We didn't buy any media - it was all natural and viral. We had the same message - Virgin Mobile understands the way you behave online - and then customized it accordingly to the channel so it always felt natural.

Amazingly – the whole thing being a sort of experiment really – people not took our challenge, but actually started competing in real-time and in a fierce matter. At a mid-point of the game, we had almost a thousand people playing and trying to get to the next level.

The whole thing was over in 24 hours, with one group winning over the other by mere minutes.

And the entire campaign was a business success for the client, boosting Virgin’s sales and establishing the brand as Poland’ most social and internet-friendly network.