The Intel Core Duo processors launched with the highly graphic "Multiply Yourself" campaign in 2006. McCann approached us about launching an integrated program, allowing users to upload pictures onto the Reuters billboard in Times Square. We coordinated the efforts of various agencies (McCann, RG/A, Vibes, Reuters), built the website and developed custom software that linked mobile devices to the billboard and website.

Each picture uploaded to the billboard was displayed several times throughout the course of the campaign. Users loved that whenever their photo was displayed, a camera across the street from the billboard took a snapshot and encoded it with the users mobile phone number. They could then log in to multiplyyourself.com and find a picture of their picture (tres postmodern)! Viral tools allowed users to forward the photos to friends, make comments, and upload new images for posting. In addition to creating a PR goldmine, the true success story is that the public had a seamless experience from billboard, to mobile, to web.