A campaign that caught the attention of the hardcore hacker target audience...featuring a series of interlinked 9 second long ads, each featuring codes and clues which had to be entered into a website to win a phone. A Twitter feed, blogs and the product website all provided supplementary information to help the community as they broke the codes.
The results, in 1 month:
2.8 million YouTube views
322k attempts at breaking the codes
1.8 million units sold
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