We encouraged Microsoft to make use of a unique marketing execution by creating a commercial message in the Source Code of high affinity websites. We triggered the IT developers and bias students with the hint of a hidden message in the Source Code in non-clickable display ads. The campaign appealed to the preferred culture and environment of developers which enticed them to join a video conference broadcast 5,000km away. Combined with the offer of free pizza and Coca-Cola, this new platform for communication created unprecedented viral buzz generating 3,150 participants, 2,700 redeemed pizza vouchers and gained massive earned media.