Holiday Inn required a fast, out-of-the-box vehicle to market its free breakfast promotion with leisure-stay targets - travelling families and business people. We created a viral email programme through which users could personalise a message to be spoken by a Talking Egg-a-Gram character from the Holiday Inn site and send it to friends as they would any online greeting. Recipients often thought the Egg-a-Gram was more hilarious than other online greeting cards, and opted to forward the fun. The viral campaign bested all projections and provided the foundation for other viral programmes.