Because this project was hosted online in the USA, there were no significant regulations or restrictions imposed on the project.

The production team took the creative concept and created sixteen channels and over an hour of footage that would be combined to create this virtual television set. All sixteen channels streamed simultaneously, and viewers were able to switch between them in real-time. This execution allowed the viewer to experience innumerable 4-minute iterations of the video.

As a result of the communication activity, this video immediately went viral. During the first day, the video was viewed over 1.5 million times and 200 global media publications covered the project. In the first week alone, it garnered $17 million in earned media across 58 countries. The media value and exposure went above and beyond the client’s expectation and business objectives. Sony wanted the attention of Dylan fans, and got the attention of the world. As a result of this exposure, traffic to the Dylan website reached an all-time high, and consumer awareness of the box set greatly increased.