Vaio-john.com gives people access to John Malkovich’s innermost thoughts. His childhood memories, theories on Alien abduction and fear of horses. Users can even download his recipes for sticky toffee pudding and peanut butter cookies.An interactive section, ‘The Online Script Project’, where Malkovich has written the first scene of a short film, lets budding scriptwriters continue the story. He will critique and edit the submissions using his Vaio.Several channels were used to engage an elusive audience. Over 30 films were embedded into the website and online, print and poster advertising was used to drive traffic to the site.

At the heart of the campaign was a website www.vaio-john.com . Alongside the site was a pan European print and poster campaign featuring quotes from Malkovich. An online campaign was used to seed the site with appropriate online communities. This ran in tandem with extensive pan European PR activity. New content, including short films, images and sound files was uploaded onto the site over a 6-month period. An online community quickly formed around the ‘interactive script project’ as the new scenes were written and a cohesive story started to develop.