We created a campaign of radio ads to tell the regular fans about the show.

But each radio ad was actually a giant URL.

The voice explained that if you could type the entire radio ad into your web browser you would win a years free SoHo or swag from the show.

This way we announced the new season to the regular fans in radio but directed the hardcore fans to a digital challenge in the same sense of humour they would find in the show.

On the 28th of April our radio started to go live and played across 18 major radio stations in New Zealand.

Within 3 days the first prize had been won. The rest were won over the next two weeks that the radio ads were airing leading up to the premiere of the show.

Despite us making it nearly impossible- 102 people managed to correctly enter the full URXXLs (That's up to 395 characters entered perfectly)

and viewership of the show was up 26% since the first season.

So we got the message to the Apples and the swag to the Androids.