We knew that to reach this demographic we would need to do something that they would not only want to be part of, but would want to talk about.The solution was to find the most hyper-connected young people in Australia and give them a money-can’t-buy experience that they would want to share with everyone.This meant that by engaging directly with one person, we engaged with everyone in his or her social network in a language that was genuine and relevant. We knew that if we could reach one person then we could potentially reach thousands.

The results were better than we or the client could have hoped:Nearly 12,000 'Manga Me' competition entries.59,224 Site views.Over 5mins on site per user, resulting in 316,000 minutes of brand engagement.2,095 photos uploaded by users.1.8 million Facebook viewership.Combined social media postings and content sharing was an earned media reach of nearly 5 million.All HTC handsets sold out Australia wide.