This “user generated content” microsite was developed to promote the first broadcast of „Schmetterlinge im Bauch“, a new TV format on Sat1, one of Germany’s biggest private broadcasters. Users can send each other “butterflies” and allow other users to read their messages in the sky over Berlin, the location where the show takes place. Users were furthermore invited to join the SiB community by sending their messages to each other. The viral mechanism ensured permanent activity on the site with some unusual entries appearing from users all over the world.