Launch Sony's 'Net Share Cam' to the hard to reach .1% of YouTube's audience who actually make content. The twist? We only had a budget of $10k. As the name suggests the Net Share Cam let you upload directly to your YouTube profile.

The Idea: Rather than create a typical campaign the audience would simply avoid, we decided to change the online environment our audience surfs. We did this by empowering key video bloggers to actually make the campaign themselves by doing what they do best, video blog but using the actual product itself.

This sparked massive debate amongst the video bloggers key commentators which then in turn generated more and more interest about the project.

The results: From a tiny $10k budget we managed to generate 1.5m views on YouTube and AOL; 9000 comments were registered and 17 million media impressions in the first month alone. This project is planned to push to other markets worldwide.