To get the Swiss skiing season off to a flying start, we got the Swiss cult brands Graubünden Tourism and Calanda brewery together to launch the world’s first interactive music video. Our video was played on Viva (Switzerland's No.1 music channel). In the middle of the video, a headless singer invited viewers to come to our website, where they could place their head on his body and sing their interpretation of the song. The video was played 110 times on Viva free of charge! It attracted over 700,000 viewers to the website, hundreds of whom made their own interpretation of our song. All this given a target group of only 2 million Swiss German speaking people.

Our music video was played on Viva (Switzerland's No.1 music channel). In the middle of the video, a headless singer invited viewers to come to our website, where they could place their head on his body and sing their interpretation of the song.

Consumers join the band and can send the videos they make themselves to their friends and acquaintances. Consumers enjoy playing with the brands, have a lot of fun, and convey the message to other people.

User-generated videos were placed in our gallery, but also found their way to You Tube and other video channels. Fans of the brands were updated via our fan groups on Facebook and MySpace.

The video was played 110 times on Viva (Switzerland's No.1 music channel) free of charge.

Over 700,000 users visited bira.ch ('Bira' is the Swiss dialect word for head). Hundreds of users made their own versions of 'Viva la Grischa'. To date the clip has been viewed more than 160,000 times on YouTube. From the very outset, the Swiss media were fed with news revolving around our project and they readily wrote about each of the steps (the merger of two cult brands, the fact that a music video was used as an advertising medium). Our song reached no.15 in the Swiss single charts and got massive airplay on Swiss radio stations. The singers were interviewed dozens of times, always mentioning the two brands that kicked off the whole campaign. Using the two brands to trigger the entire campaign proved a great success. The airplay on Viva, all the online reports and the print media presence would normally cost CHF 500,000. It was achieved with a campaign budget of CHF 90,000 all in.