Siemens Mobile needed to launch the M55 on a minimal budget. We proposed that the internet, previously not used by Siemens Mobile in Turkey, would be a valuable channel to create additional word of mouth publicity, compensating for low advertising dollars. The campaign started with a teaser, featuring the scorpion from the press work, designed to generate the curiosity and intrigue needed to start the word of mouth. Immediately references appeared in chat rooms, showing we had successfully drawn people into the campaign. Then the reveal linked the scorpion to the M55. The campaign click through rate was 5.5% and tracking showed that 64% of Turkish online users were aware of the campaign. The M55 sold out within the first month.