The challenge was to create a campaign that could overcome the hurdle of a small media budgets while demonstrating the unique Sansa value proposition - setting it apart from both iPod and all other alternatives. By appropriating individuality, non-conformity and more "open" engineering, we believed Sansa could become THE alternative MP3 player. We developed a subversive anti-iPod propaganda campaign that called out the hypocrisy of the iPod ecosystem. We created a manifesto, graffiti-like wild postings and a comic strip. We maintained the "street" feeling of the campaign with wild postings, and small-space print ads in free "proletariat" entertainment weeklies like The Onion. The culmination of the experience was iDont.com.

All elements of the campaign hit the streets on the same day. We took on a revolutionary tone: developing a manifesto and creating graffiti-like wild postings. Images of unthinking beasts, an iSheep, iDonkey, iChimp and iZombie, draped in white earphones, clearly challenged the iPod hegemony. The metaphor challenged the choice of buying an iPod. We also developed a comic strip that appeared to be editorial content, called "Flocking Hell." By likening iPod fans to uncritical farm animals, our message was clear, concise and powerful.

By day 2, iDont.com received over 80,000 unique visitors. By day 3, it was the 9th most cited blog link out of 28MM monitored by Nielsen. Of 386,000 unique visitors to iDont.com, 54,725 came from cities with paid media. Sansa market share increased by 50% from 2005, generated 20,000 visits to iDont.com and 2.1MM free impressions.