livesexybeforeyoudie.com was designed to be the ultimate destination for young Londoners (the Kiss100 audience) who had been inspired by press, poster and on air activity. The core message was that life is short and you've got to make every second count. The site housed a countdown clock which showed users how long they've got left to 'live sexy'. The clock could be used online, downloaded as a screensaver, or downloaded as a free Java application to mobile phones. Regular email activity encouraged spontaneity and action by giving people the opportunity to win things immediately.