The challenge was to promote Tipp-Ex’s Pocket Mouse online, so the product was demonstrated directly and for the first time on YouTube. After using the product to erase the title of the YouTube video he is featured in, a hunter encourages viewers to rewrite the title. Each new title gets a video response so the possibilities are infinite for viewers. The ad received over 46 million YouTube views and over one million Facebook shares. It earned media worth €3.2 million, while sales in Europe from September to October 2010 increased by 30 per cent.
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