With a tiny budget from Sony, we were asked to launch the Net-Share Cam, a pocket camcorder that records directly to YouTube. Aimed directly at the v-logger crowd, we needed to make the product and consequently, Sony Australia - 'internet famous'.

Our target was “Active Creators” - the 1% of YouTube’s audience who actually create and upload video content.

They don’t visit flashy microsites, instead they build their understanding of brands by weaving together what they see and hear online.Our solution was to actually change the entire landscape these people were travelling through.

We empowered Aussie v-loggers to generate everything from product feedback to the design of the promotional materials in-store and effectively, the brand campaign.This then doubled as in-store demonstrations of product quality, allowing salespeople to communicate directly with our YouTube personalities and vice-versa in an ongoing dialogue.

1,500,000 views and 9,000 comments on YouTube and AOL.Widely linked to via DIGG and other aggregation sites.

17 million media impressions.For every $1 spent, we made $7 back.It is now being implemented as a training tool for sales staff across the country and as a campaign model internationally.

All from $10k."Everyone talks about engaging with the elusive world of user-generated content but rather than just talking about it we've executed a benchmark insight-driven campaign with depth and cut-through... a killer campaign for Sony" - Colin Woodward, Head of Branded Retail, Sony Australia