AT&T wanted to launch the sale of the Nokia Lumia 920, a new Windows 8 Phone.

The new interface has customizable Live Tiles that bring you everything you need, right when you need it – so it’s like the ultimate personal assistant.

Introducing Work for Will – the ultimate phone demo disguised as the ultimate job interview. The gig: to be the real assistant of celebrity actor, Will Arnett.

The experience generates a personalized interview, based on the Lumia 920 you customize. Will uses it to decide if you’re worthy of the job.

Based on the Lumia 920 you customize and the apps you pick, the experience generates a totally unique, totally personalized job interview video with Will himself.

People live on their smartphones, so Will analyzes what’s important to you and twists it onto a hilarious evaluation of your personality.

But Will only picks the big winner from the top-vote getters on the site, so our visitors began campaigning for themselves on social media by sharing out their customized interview videos.

Work for Will was an enormous success. Nearly a million visitors spent over 32,000 hours engaging with our site – playing our virtual phone demo.

Though only one lucky applicant got the job, the real winner was AT&T.

The Lumia 920 became AT&T’s top-selling Windows 8 Phone, media traffic was nearly 4x the average, and social share rates were double the benchmark. Making the Lumia 920 almost as famous as Will Arnett.