We had to advertise Kodak quality, reach out to the public and give tips to new users, prompting them to become frequent users and have their pictures printed. So we designed the Kodak Digital Way Campaign. One of the tools was a viral trigger: the players established chains interconnected by the picture in their hands. Printed in Kodak paper, the picture was sent to a friend who was invited to take part in the chain and so on. It had to be Kodak paper: they could be drawn and win a trip only validated if they showed the Kodak picture.