From bespoke research, we knew Yahoo users were “highly active” mobile users with a propensity to have the latest gadgets, also indexing highly as 'social networkers.' They had audience scale as well as a clutter free homepage. Text messages were sent to the lucky winners informing them of the timeslot, when they would be famous and encouraging them to tell their friends, undoubtedly, a contributory factor in the uplift in Yahoo’s traffic during the campaign.

4.5 million exposed; 75,000 clicked & 1% of UK MMS enabled people entered. It also generated 200% ROI. Feedback showed it was 'imaginative,' 'entertaining,' and 'innovative.' Fourty-five percent agreed with 'brand they might consider in the future.' Competitors, green with envy phoned Yahoo! about it. Andy Warhol would have been proud.