We prepared a cut-down version of the music video specifically for the cinema screening.

This had the lyrics of the song running at the bottom in Karaoke Style and hence is instantly recognisable by the Karaoke-crazy crowd.

We chose the major halls, where the largest crowds were expected, during the weekend before the big ground karaoke event. We got a few college students strategically placed in pre-selected areas of the halls to start the karaoke when the spot airs and urge others to join in.

Spontaneity, surprise and fun were the key things which we strived for. We shot a video of the karaoke in the cinema hall and posted it for people to enjoy and comment.

Newspapers covered it nationally the next day and bloggers had a field day writing and discussing the event with status updates in Facebook, Twitter and in forums.

We engaged more than 1200 cinemagoers with live Cinema Karaoke. Thousands of comments on blogs, twitter and Facebook.

TM's Facebook fan page crossed 30,000 fans in less than 50 days (the fastest for any Malaysian telecommunications brand).More than 6000 people turned up for the street karaoke event and sang the song together, exceeding expectations by 50%.Brand loyalty scores of TM amongst youth went up by a whopping 22%.