Andy the Bot received and performed the assignments at events (such as festivals and outdoor concerts) via Windows Live Messenger in his mobile phone – and broadcast it all live on his web site. The concept also became ads and virals. We gave Andy his own accounts on social networking sites like MySpace, Facebook and YouTube, so that people that had met him IRL could continue socializing with him. In the ads, we simply asked people to add Andy to their Windows Live Messenger client.

On a fairly small media budget and on a fairly small market, Andy the Bot attracted:Between 5,000 and 12,000 viewers on each broadcasted event.Over 5,000 Messenger-friends.Over 40,000 sent chat messages.Over 1,400 IRL contacts at concerts, festivals and other events where Telia is present.