In only one week, over 100,000 Belgians visited the site: That’s one out of every hundred Belgians. After four weeks this number rose to an amazing 1,813,510 visits. People madly clicked 24/7, with rates still at one click per second between 3 and 4 am. The average visit time was over 5 minutes. Not bad for a site with only one button to click.* Visits: 1,813,510;* Unique visitors: 224,680;* Average visit time: Over 5 minutes;* Participants: 83,712 people participated in the contest;* 1 in 2 site visitors shared the experience adding to the viral effect.

‘The internet belongs to everybody.’ That’s the slogan of Belgium’s biggest internet provider, Belgacom. We brought those words into reality.And gave the proud owners their 15 minutes of fame.

An online game that lets you literally claim the internet by pressing a button. Each player received 10 clicks/day and had to collect as much time as possible. While you’re the owner, the clock runs until someone else clicks. Players earned extra clicks by inviting friends. Every day the best internet owner earned a laptop. The overall winner won ADSL for life. The proud owners were also awarded with unforgettable moments of national fame. Everywhere you looked their names and faces claimed the public eye: During football matches, on national TV, in the streets, on the internet, etc.

There first was a teasing phase with guerilla postering and stickering to launch the URL, followed by banners and emails to bring people to the website. Then the winners got national exposure in on and offline media. Their faces appeared in personalised banners, during premier league football matches, on national TV, in the streets. Which created a snowball effect on the site. Later on user generated content on E-bay, Facebook etc and PR in the press added to the success. In that way Belgacom put itself in the picture as the provider that brings the internet to everybody.