We introduced John McGuider, an expert in "Easy Survival". John survives with nothing but his mobile phone and his McGuider SD card. Instead of creating a boring launch site, we hosted John's personal National Geographic-like survival show on the website. In 4 episodes (one coming on-line soon), John shows how easy it is to survive in the modern jungle by turning your mobile phone into a GPS with the McGuider SD card. Of course a survival expert means nothing without screen time... So we also aired his show in shops as product demos and on gadget and travel blogs. E-mails were sent out with links to the films but there was also a Search Engine Campaign to direct people who were looking for GPS and mobile phones in Google towards mcGuider.com, the link to the site was also published in a leaflet and on the POS-material.