The campaign launched with a viral CCTV clip of the Bar B Gon kidnapping, seeded online. That same day, a TV announcement by Sia Seng launched, broadcasting his Bar B Gon kidnapping, and threatening to destroy them all if his demands were not met. At every Bar B Q Plaza restaurant, threat posters by Sia Seng were also posted up.

News spreaded fast online through Facebook and Twitter, and consumers were asked for help in finding Bar B Gon.Throughout the following weeks, as Sia Seng’s demands were still not met, countless viral clips of Sia Seng and his crew torturing Bar B Gons were released, simultaneously with many ambient media of destroyed Bar B Gons across Thailand, drawing traffic to follow story further online.The campaign then ended with a final event where the last Bar B Gon, which was in a coma, revived into the new version.

- Bar B Q Plaza Facebook fans increased 1,029% with over 5.7m interactions.- Facebook post views up by 6,365%. Feedback up by 5,320%.- Sia Seng gained over 7,000 Facebook fans and 3,000 Twitter followers in a week.- Over 1m total YouTube clip views.- 160,000 online keyword searches relating to campaign.- Up to 14,000 impressions on Google Ad Word search.- Consumers fell in love with the new Bar B Gon that was reborn from their love and care.