Original idea: one day only, as many participants as possible.

Problems: not enough space, too crowded. Missing people that couldn't come on the day.So we adapted it to 9 days and 8 hours a day competition, including 2 weekends.

10 days before, we organized an exposition with the first 100 participant's photos of our website photo siesta contest.Only for coming to see their photos would they get a t-shirt (250 units given).When the championship started:More than 300 people participated.Half of them made their reservations via internet (day and time to participate).

Customers:Traffic flow raised 12.5%.The website received more than 65,000 visits.More than 1,500 friends on social networking.More than 1,150 fans.More than 1,000 video reproductions talking about the championship.Client:The championship appeared in more than 300 media outlets in 43 different countries.Publicity impact estimation was valued in Spain at 1.6 million euros and the total impact worldwide was more than 4.2 million euros.