Skype was keen to build on the successful promotion of its PC-to-PC voice services by extending awareness of its mobile offering among active Skype desktop users. Targeting a technology and media savvy, early-adopter audience, integrated agency Albion created a 33-day live demo to get people talking about the product.

Australian blogger Rebecca Campbell was sent on a month-long round-the-world trip in ‘perpetual motion’, which meant she could never stop, even when eating and sleeping. She shared her journey live online via Skype, her blog, Twitter, Flickr, YouTube and Facebook. To promote the initiative, the Skype Nomad blog was advertised via dynamic text links in the Skype desktop software. One email was sent to opted-in Skype users and $1,200 worth of Facebook Social Ads were bought.

The campaign received coverage in the national, London and trade press, and internationally in titles in countries including Estonia, France, Germany, Italy, Sweden, Hong Kong and Australia.

During the 33-day campaign, there were 760,000 visits to the blog, 140,000 unique page views on Flickr, 300,000 total video views on YouTube (with the channel the 20th most visited in the UK during the campaign), 668 friends added on Facebook and more than 175 PR stories generated, with media coverage equating to £225,680.