We came up with a world premiere: the first community-generated live TV-commercial. We launched a campaign website, asking the community to upload a short movie of themselves. To promote this site, we started a teasing campaign with bloggers, set up a bannering campaign and used Microsoft's mailing list to announce the campaign. 500 people responded and put their movie online. With a voting system, we let the surfers decide who should be live on TV two weeks later. We had 4 live commercials, so 40 winners were selected. Their performance was live streamed from their webcam to a live commercial.