Creative execution: From the Personal account on Twitter and also from the accounts of certain celebrities related to the brand, we announced the beginning of a script and invited people to suggest continuity. Every day Twitterers responded with their proposals and each day was chosen one of those Tweets and communicated, so that the next day Twitterers knew from where to continue.Tweeter was the main channel, even though we also used Facebook and the blog of PERSONAL. There was also much earned media, as the impact of this action was very large in the press.

Results and effectiveness:The number of followers in Tweeter of @PersonalAr increased 1000% (10 times) in the 8-day action, thus reinforcing the positioning of social networking expert for our client. Every day there were between 1000 and 2000 tweets with proposals of script continuity. #CortoPersonalN8 was one of five trending topics in Argentina the 8 days of action. The cost per response was almost nil, since the action was reported and amplified exclusively through Twitter. Personal sold more Nokia N8 phones than any other company in Argentina (being the mobile company #3 in the market).