An online magazine was created from which all communication originated. Each issue let four of the influencers showcase their customised Zoomers. A URL away from the Honda website was purchased; www.Zoomerzine.co.uk. The magazine was designed in the style of an underground fanzine, a familiar concept in the audience’s world and in blog culture. Prospects could be readily collected and contacted when the scooters became available for purchase.

We have enough prospects to sell the entire 2005 consignment of 400 scooters. Zoomer has been embraced by the influential networks, with PR value exceeding the budget over ten fold. Demand has reached the point that pop stars and TV celebrities have joined the waiting list to be zoomerzine contributors.