Microsoft Lync, the secure unified communications platform from Microsoft, wanted to raise product awareness among enterprise decision makers, an audience with little to no patience for traditional marketing. Because this audience relies heavily on word of mouth, we created a 90-day living case study with a well-respected brand known for innovation—Volkswagen Group of America. We put the product in the hands of their employees, asked them to blog about their experiences, and invited their peers to follow along and interact with them. Word spread fast. The campaign was an instant success with over 3.1 million impressions on the web site, while sharing drove 17% of total traffic—more than 3X the Microsoft benchmark.