With the Core Creative Idea in place we started activating the campaign. We used a mix of branded, non-branded media and buzz to drive traffic to the one and only place where you can sell your old, dusty mother and get a new and refreshing Sprite - Sellyourmother.dk

Within the first two weeks the campaign website had more than 186.000 visitors. More than 220.000 votes had been cast on the 1.800+ moms that had been put for sale.The website alone had generated over 7.000 samples of new, reformulated Sprite, making it the best danish Sprite promotion ever - and that was only halfway through the campaign.