Groundhog day is in jeopardy! We launched www.groundhogcrossing.com, a wacky study of two marmots and their quest to return to punxsutawney. Users watched the high-quality videos, received updates by email and text message, sent and received text messages, voice mailed the groundhog, sent postcards detailing the journey, and more. By incorporating mobility features, user-to-user communication and multimedia feedback, ripple effects created a phenomenon that appealed to the young, hip web user who can't put down his cell phone.