The concept needed to be imaginative enough for users to share the ad with others. After a brief message, an interactive pad allowed the user to write and draw, using their mouse as a pen. The idea was: "We engineered it, and now you have a chance to do it, too!" To make the placement viral, we added functionality that made it simple to send to friends and family via a button on the banner.

127% lift in message association, as 70 million users visited site and 1.7 million received the ad virally. Equal impact across genders, and interaction rate was 14% above average. Yahoo! treatment generated over 25,000 searches in 24 hours. Placements drove brand favourability, excelling upon promise of imagination, innovation, and interaction.