We introduced the Substitute Gnome and created a website, GnomeWatch.com. Here people uploaded and viewed videos and communicated through email or Instant Messenger with Mary O’Hara, WTR5 reporter who investigated the Roaming Gnome’s disappearance. Blogs and Rich Media banners placed on relevant sites drove insiders to GnomeWatch.com. The Substitute Gnome was seen crashing exclusive Halloween parties and marching in parades. To further drive the buzz, wild postings and GnomeWatch.com stickers were strategically distributed.

26% increase in Traffic Growth from Q3 to Q4, 2006. 11% increase in key brand measures including consideration, persuasion, involvement and salience. Exceeded goal of GnomeWatch.com site visits by over 60%. 48,303 video views, 357 photo uploads, 490 GnomeWatcher Group members, 1,054 comments posted by GnomeWatchers.