The campaign launched with the concept “kick it up” the main idea to make everything bigger – we made the world’s biggest drum machine. The core idea was to make a huge drum machine projected on buildings with a really large track pad you could dance on, all to reach the target audience via YouTube.

36,000 views within 24 hours of launch and over 80,000 within the first week with over 150 comments, predominately from musicians. The first page on the blog Gizmodo and hundreds of blog comments all over the world. 200 tweets acknowledging the film within the first day.