The campaign had to create the brand, the concept as well as the media and creative strategy, based on the success of the first event future editions would come. The campaign had to communicate that this was a cultural event but that it was innovative and entertaining therefore the concept '21 minutes to change the world' was created.

We had to be able to attract people to the event, sponsors and institutional support as well as the press in order to reach objectives. Finally the campaign had 3 million euros in repercussion without cost plus 800 assistants, 10,000 viewers through streaming, 4,000 viewers through mirror neurons (Live Broadcast), more than 120,000 website visits in 2 months, 21 sponsors as well as excellent publicity results: 126 press references, 178 online press references, 20 TV mentions, 18 special interviews, 75 speaker interviews, 60 radio interviews, 165 journalists, 65 accredited media

Campaign launched in June 2010 (Press Conference launched – End of May 2010)Event: October 2010Duration of the campaign: 4 monthsIn addition to off-line advertising (TV, newspapers, magazines, radio) and online (search engines, display, brand days) we developed less conventional measures: -PR with prescriber bloggers: Sponsored posts Blogads Widgets PR Action kept sending invitations to the event for successful entrepreneurs on the internet, technology, bioengineering, with themed blogs and influential twitter- PR 2.0: (with 21 best ideas contests, free tickets, promotions, surprises ...) - Viral marketing, viral spot, forwarding through social networks (130,000 views) - PR with speakers: post, tweets on their blogs and pages. For example, Kawasaki (330,000 followers) tweeted a street marketing action that he liked.- Other PR: agreements with TV networks for individual interviews with speakers (18 1-hour Special Programs broadcasted on TV by renowned presenter Jesús Quintero) - Agreement with a producer to carry out three 1-hour documentaries that are being commercialized.- Press-TV Room for interviews with speakers: 75 interviews Negotiated

3 million Euros in repercussion without cost. 800 assistants, with excellent publicity results: 126 press references, 178 online press references, 20 TV mentions, 18 special TV interviews, 75 speaker interviews, 60 radio interviews.Great interaction in the Internet 2.0 with speakers involved in comments, 130,000 views of the viral spot, PR with leaders of opinion 2.0, 120,000 visits to the web and 74,000 entries in Google.Great repercussion with street marketing actions, 330,000 followers of Kawasaki saw his reference to our elevator action, vinyls, and promotions at the airport.3 documentaries of 60 minutes each have been produced to be commercialized in theme channels.Conventional PR with 165 journalists at the event, 3 press conferences, 75 interviews and 65 different accredited media companies.We achieved our goal of 21 sponsors, Google, IBM, Jaguar and Glass among them.