The idea of the Orange balloon race game stemmed from the TV campaign that featured animal-shaped balloons. POKE was briefed to drive awareness of the launch of Animal price plans to pay-asyou-go customers. It was asked to release the balloons in a race, but this time in an online space. It took place over blogs, social network pages and user-submitted sites, creating something fun and interesting for racers, but simple and rewarding for site owners. Over the seven days the race lasted, 3.2 million exposures were clocked, 40 000 balloons were created and 3000 sites took part on the racetrack.