Promote the launch of the new TV series Terminator: The Sarah Connor Chronicles. The UK premiere appearing on Virgin 1 from Feb 21st. This is a high adrenalin, special-effects action showpiece that follows on the story from the Terminator 1 and 2 movies. The star of the show is still the iconic Terminator and the relentless path of destruction as it seeks out John Connor and anyone else deemed a link with the future.In a media first, we created a mobile campaign that allows users to 'send' a Terminator to a friend's mobile that searches them out and pinpoints their exact location using the mobile network's GPS technology. The machines are coming!Both the technology and the delivery mechanism of a film playing out in 'real' time on users' mobiles are spot-on for our audience of technofiles and sci-fi fans, both new generation and older nostalgics. This audience is eager for the real involvement now expected of digital content, as well as the return of a classic indestructable anti-hero.Over 20% of visitors to the site went on to send the mobile film and 'terminate a mate'! The campaign generated comment and links across fan sites and forums from b3ta to Facebook and videos were uploaded to YouTube, Yahoo, AOL and Google.

The first episode of Terminator: The Sarah Connor Chronicles became Virgin 1's best ever audience, helping in the move to position itself as the number 1 male channel in pay TV.