For the first time in the world : TV commercials were created LIVE by Internet users.Our three-part campaign was built around the site www.lifeislive.be:1. We recruited entrants via a web campaign (Blogs, IMU, Buzz, E-mailing)2. Entrants uploaded a webcam movie and site users voted for their favourite one3. The chosen "Consumactor" won a five second live slot during a 45 second TV commercial.In total 32 "Consumactors” performed their live product experience across 4 commercials.

On the site:More than 115,000 visitors within 2 weeks.Almost 500 videos were uploaded.10,000 product clicks on the site.3,000 clicks for @live.be address (new hotmail address).7,000 clicks for the Live package (information about Windows Live).TV Campaign Effectiveness:The four adverts reached more than 600,000 people.