Cherry might be naïve but she has the ambition to take on the world. The wannabe pop princess intends to be original in everything she does - copying isn't big or clever.

We created a 3D version of the hotel online and on Second Life where visitors could explore the place and interact with the characters. We broadcast the main events where the characters come together on TV, cinema and online. We seeded character films across the Internet, created a press and poster campaign that allowed people to find out more about the characters, sent postcards from the characters, put the hotel on tripadvisor.com, created hotel merchandise, sold characters’ possessions on eBay, and even recreated the campaign action in live street theatre.