Youngsters created custom-made 24-second films, which were distributed through the viral networks, capitalising on the relentless hunt for peer-driven information.

To win the game we engaged the streets with un-conventional outdoor advertising. Firstly, the winning poster was displayed at school yards and unofficial urban sites. Secondly, youngsters created 50 custom-made street-banners at a live performance. The street-banners were exhibited at prime, never-before-released-for advertising locations in central Aarhus.

U-DAYS saw a 33% increase in visitors despite a marketing budget reduced by almost 60%. Improvements of approximately 215% on the invested marketing spend. Total PR value generated was almost 50% of the media investment – for every Euro invested, U-DAYS received 50 cent in free PR coverage!