Procter & Gamble asked Aerodeon to increase market share of their flagship teen Femcare brand, Tampax Compak. Our solution targeted young women with a promotion that encouraged product trial. A microsite integrated with mobile allowed consumers to create a personalised ring-tone by piecing together a virtual band of characters each with their own unique sound and personality. Consumers redeemed codes found on 4.5m packs of Tampax Compak between 10/2005 and 03/2006 for every tone sent to their mobile. Consumers could create unlimited tones on the microsite without product purchase. A leader board was created and the winners awarded iTune phones.