Although only 18 lucky contestants enjoyed real life excitement in travel and adventure, the armchair travellers were also engaged in the challenge via the website. An Online campaign was activated to drive awareness and traffic to the website, BBS postings on public forum were used to create buzz over the contestants and challenge. Contestants’ blogs and vlogs were updated daily by ghost writers on their behalf to share their experience and rally for votes to contribute to their winning chances. To further engage targets, the website provided live chat and BBS forum for targets to interact among themselves and discuss the challenge or contestants. A celebrity excitement coach was also engaged to provide tips on finding excitement in everyday life on the website. There was also an Excitement Quotient quiz where targets can measure their excitement levels.

20% of China’s internet population visited the site with almost 400,000,000 hits! The site attracted as many visitors as major China portals; the winning contestants’ blogs garnered more hits than top Chinese celebrity bloggers’. Most importantly, 2,200 cars were sold to leads generated from campaign – 1900% return-on-investment in revenue!