The idea needed a UK location that thousands of people would pass and could interact with - hence the digital billboard at Westfield shopping centre, London. Over a weekend tens of thousands of people would walk by. The British Airways holidaymakers and film crew were flown to a 'mystery Caribean island' to broadcast live to the passersby in Westfield. Using a camera at Westfield the Caribbean holidaymakers could see the shoppers, attract an individual's attention to text in questions and competition answers. Facebookers could follow the live action and respond online.

Over the two days the billboard was live, more than a guess per minute was received via SMS.Texters entering the competition spent up to 15 minutes watching the holidaying couple in the Caribbean.Dwell time was, on average, 42 seconds. Industry average for a poster is 1-2 seconds.