VDO Dayton is part of the Siemens VDO family and offers high-quality in-car multimedia, navigation and entertainment products. The MP3 Internet special was designed to introduce VDO Dayton’s new in-car MP3 player and attract young and individualistic hedonists to its possibilities. In order to raise the awareness of this web special, we implemented an interactive product simulation and a MP3 contest that was open to all. Users uploaded some 250 music pieces, more than 3,000 users voted and around 33,000 visits were registered in three months, making the web special a great success.