We developed, in cooperation with Red Urban, an integrated campaign. It consisted of a commercial in which we say that fake can be fun as long as your Borrelnootjes® are real.Through a tag-on and online advertising on the Hyves social network, we activated people to visit www.duyvis.nl and to remake the commercial together with their friends. We activatedpeople even more through a PR stunt via Shownieuws (popular Dutch television programme that reports showbusiness news) and Twitter, in which Dries Roelvink (famous Dutch singer)claims to be looking for lookalikes for the new Duyvis commercial. We gave people the opportunity to upload their Hyves pictures, remake the commercial, and have 30 seconds of fame. We launched a branded YouTube channel where all the 'fake' commercials could bewatched. 201 'fake' Duyvis commercials were selected to be broadcast on television in the second flight of the campaign.

The campaign ran from week 20-27. Week 20-28 versus week 1-19 showed a 10% rise in sales.Involvement and talk value were high:- Unique visitors to the site = 247,139.- Unique participants (agreed with terms) = 84,470.- Started commercials = 64,281.- Branded YouTube channel = 154,429 views.- No. of participants in commercial: 17,455 (37% of all participants).- No. of 'tell a friend' = 799,059.- No. of friends sent to = 28.9 (>> 20 average).Earned media = 66% of total (worth: €181,290).The primary message was strongly communicated, far above the benchmark.A branded page on Hyves delivered over 50,000 members.