When it comes to smartphones, people focus on hardware rather than software. So to make at least 100.000 consumers try the new Windows 7.5 operating system, we launched an enticing social experiment. Starlet Britt Dekker - the Dutch Jessica Simpson - was given a Windows Phone which we linked to an online virtual phone. Allowing you to browse through all her private posts, e-mails, photos and videos and even her calendar and address book, live 24/7 and in real-time. The result: 6.1 million views, 2.7 million unique 'voyeurs' on MSN and over 600.000 unique 'voyeurs' on the special website.