Our idea. Create a campaign promoting a “new online application” at computertan.com that enables tanning from computer screens. To drive site traffic we developed an infomercial promoting the application and offering free online tanning sessions. This was sent to over 10,000 email addresses, was seeded with influential bloggers and supported by a national PR campaign. We distributed 25,000 free tanning session flyers. We displayed the film on 50 xtp’s in 10 London Underground stations and on 1000 London cab screens. Banners on 250 sites delivered over 17 million page impressions, and an iPhone app had hundreds of downloads.