Developing an "experiential" online resource that engages audiences in an ongoing dialogue to quickly build brand loyalty and retention was no easy task. 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, a targeted email was sent to the brand's database. To expand the creative, rich-media video ad units enticed new users to sign up for the emails and interact with Prilosec OTC.