Question is given the brand is so powerful (some might argue strong), how do one 'measure' the success of this campaign? would the amount spent on it be justifiable for the means?? (other than might win award for the agencies involved)..??
We tried to (well I mostly observed) find solution for some of these questions at the measurement camp earlier this week, great initiative, if you are in agency/PR/social media, you should join future sessions if you are in UK.
WARNING: R-Rated NSFC, please don't click if you are uncertain.
Durex agency Fitzgerald+CO conceived the viral, which was produced by Superfad New York.
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