The campaign was co-marketed on a mobile site called "Gorgonzola", the membership of which is composed 80% of teenagers. Using mobile phones, the campaign consisted of three main schemes: 1) submissions, 2) voting and 3) posting results. Step1: Use "GATSBY MOVING RUBBER" on your hair. Then take a picture of your hairstyle with your mobile camera, and send it in. Step2: All submitted photographs are published on the mobile site, and users vote on their favorites. Step3: Winners in each category debut when they are published in rotation on the top menu of "Gorgonzola".

This campaign resulted in an unprecedented acquisition of participants for such a specified target group promotion.Total number of participants: 700Total number of votes: 50,000 One out of every four people seeing the campaign talked about it to a friend Average word-of-mouth reach: 3.6 people Word-of-mouth speed: 80% of those seeing the campaign transmitted information to someone else within three days Method of transmission: mobile mail, showing on mobile phone screen.