To generate a high viral potential, we created a fictitious car manufacturer: Cin-King Motors. A specially created website introduced four extraordinary cars. Viral movies plus dozens of Blog entries created curiosity and guided directly to the website. After four weeks the spectacular resolution was offered and users were introduced to the only genuine city car: The smart fortwo.

A couple hundred thousand Google entries for Cin-King, more than five million clicks on the website, an average time spent of more than two minutes and a large number of new prospects for smart.