Two advertsing agencies in Stockholm merged. We revealed the name using a viral on-line campaign using the technology available at Facebook. The main objective was to drive traffic to create awareness of the new name and logo. Our secondary objective was to convert as much as possible of that traffic to our new home page on Facebook (our only corporate homepage!) and try to get one thousand likes.

We wanted the traffic to be colleagues, competitors and press within our own industry (a stressed-out, sceptical and spoilt audience).

We built a site with the address thenew.name. We offered you a deal on the day of the announcement; we will not reveal our new name unless you give us your Facebook profile picture. If you give us the profile picture we will use it to build our new logo as a mosaic. The more pictures we get, the faster the name will be revealed.

When people uploaded their picture using Facebook Connect we automatically updated their Facebook status with a message stating that they were participating in the name revelation.

We actually had to slow down the process manually to stretch it a bit. The traffic and viral effect greatly exceeded our expectations.

We had 22,000 unique visitors during that four hour time window.In parallel to this campaign we launched our own new home page on Facebook. At the end of that day we had over 2,000 individuals as fans. We wanted friends – and that’s what we got.

When people uploaded their picture using Facebook Connect we automatically updated their Facebook status with a message stating that they were participating in the name revelation.The logo mosaic was completed using 2922 profile pictures. They were submitted within a four hour time-frame.