Developing an experimental online resource to engage audiences was no easy assignment. Casting Call combines the ability to build brand loyalty using humour, while clearly communicating the message of the transforming effects of Prilosec OTC on the lives of frequent heartburn sufferers. Creating the Internet-only video was the first step. To nudge the viral marketing programme along, we used rich media video advertising to expose consumers to this groundbreaking campaign. Teaser clips enticed users to visit PrilosecOTC.com to experience the entire clip and gave them the opportunity to share it with others.