The goal of the campaign was education and awareness of software licensing through email, direct mail and online. Results far exceeded expectations—driving over one million visitors to the website. Customer email response rate was 5 times higher than industry averages and direct mail response rate blew past expectations at a conservative 6.25%. Total number of requests for the customer USB Drive offer more than tripled our goal. Plus, 20% of partners participated and recruited customers to take a licensing quiz, resulting in an increase in awareness. The campaign created so much buzz that an article was written on CNet.