Step 1: Create the panjuggling myth by setting panjuggling up as a real phenomenon created by real people.

- Broadcast the first videos showcasing the creators of the discipline across web video distribution networks.

- The phenomenon just needed to be broadcasted and the panjugglers endorsed it on blogs, radio shows and TV channels.

The 2nd step consisted of associating the brand with this newborn phenomenon. Make Tefal the official sponsor of the first panjuggling talent contest, produced like a reality TV show. PanStar, the contest for the best Panjuggler was now born.The final step was to activate the cross media communications at the time of the product launch. A web campaign directed web users towards the official contest website created by Tefal. Once redirected, the web user discovered the whole contest and the official Panjuggling pan, the pan for every challenge, the Tefal pan.

Some key facts and results:- Over 15,000 views of the several amateur panjuggler web videos.- PR subject generated across all media channels: TV, press and blogs.- 100 websites, forums and blogs talked about the campaign.- Google counted over 330,000 pages mentioning the panjuggling phenomenon even before revealing the brand.- Over 650,000 views of all the posted material on des Blogbang and Youtube.