Nescafe launched a microsite to promote the contest: "Nescafe send you to the Grammy". The objective of this microsite is to reach a public that is not their usual reach a public that is not their usual target. The promotion of Nescafe-Grammy is focused to create a link between Nescafe and music. A new approach of "coffe" that tries to identify the target with the site: "surfing with Nesafe". The target is young consumers between 14 and 30 years. The strategy of the advertisment campaign consist in: webvertising (banners) and viral.