Our strategy was about taking the creative where we knew our audience already spent their time.

The Party Across the Internet was advertised on targeted banner invitations. To spread awareness, we also distributed flyers at major events and stamped the URL on the arms of partygoers at popular clubs.Insights showed us:• With the growth of social media, campaign websites are losing traction• Our audience are heavy users of social networks, predominantly Facebook and MySpace• They are currently in the transition from MySpace to Facebook• This audience lives online and are avid gamers

The mix of digitally interactive video content that took our user through this wild party across our target audience key online portals- Ralph, Quiksilver, MySpace, Heavy and all ended up on our newly created Facebook Fan page.At week 4 of the online campaign, the creative reached an audience of 5 million+ and close to 100,000 took the Party Across the Internet.The key statistic is the LYNX Facebook fan page. Prior to the campaign LYNX had less than 1,000 fans. The current number is 60,000 of which 35,000 came in the 5 weeks of the campaign.