To name, create and launch New Zealand’s largest online shopping portal.Our response:To create a series of fake communities full of supposed “early adopters” who could effectively spread the word for us through a series of constructed viral videos, microsites and WAP sites.These communities could then sell the idea of this shopping portal, called “Ferrit”, to consumers, driving them there at strategic points from their microsites.

The micro sites were:ferrit her.co.nzone ferrit fits all.co.nzferrit folk.co.nzferrit for corky.co.nzsweaty ferrit.co.nzferrit heads.co.nz

We launched a series of microsites across a two month period, all of which pointed traffic to Ferrit. They were operated by people who used Ferrit to; find presents to bribe their girlfriends, find clothes to imitate their colleagues, shop from remote locations, find sporting goods, pimp out their cars and more.Each one of these microsites featured viral videos, games, blogs, ring tones, downloads, Q&A sections and associated WAP sites all directing consumers through to Ferrit.The viral videos re-edited themselves to reveal clues for competitions. Competition winners received personalised prizes.The communities then invaded each others’ blogs.