The campaign rolled out in 2 stages:In Phase 1, we introduced Qwerty Man and his team and invited our core audience to submit challenges for him and his team to attempt.

In Phase 2, we filmed and edited Qwerty Man’s attempt at the top 10 challenges, creating off-the-wall, fresh entertainment content that was posted to Facebook at the time of the challenge attempt – creating a true real-time engagement campaign over the course of 4 days.

The Community Managers were on the shoot tweeting and facebooking live from every challenge location, uploading video tweets and photos from the Challenge, posing as Qwerty Man, and responding to consumers in real time. We also rewarded our audience members whose Challenges were chosen by featuring their Challenge attempt on TV – the ultimate co-creation.

Over 13,000 total challenges submitted via Facebook and Twitter within a 10 day window.Brand preference had reached 40% by the end of 2011, the highest ever and 16pts higher than Blackberry. Youth preference went up by 5 points vs the previous quarter and is still climbing.