With the smallest media budget we’ve ever had we achieved an exceptional ROI of 1:156 and PR with an advertising value equivalent of £1,950,00. But this was also a campaign designed to challenge people’s perceptions of IBM beyond the event itself. The press coverage, blogger coverage and user engagement exceeded all expectations, expanding outside of the UK from the US to the Far East. We were featured in 60 news articles, on over 100 blogs and our demo film has had 43,315 views to date. (Not bad for a video of some fat fingers and a phone.)