Brilliant is one way to describe
the way VML turned an ordinary coupon for a Lobster & Seafood Salad Sub into an engaging experience. It set up a site where people could watch lobsters being added to a tank according to coupon
downloads, Facebook "likes" and retweets. At the end of the promotion, four lobsters were returned to the Maine waters, 1.2 million views from ten countries had been recorded and the average
viewer spent an astounding seven minutes watching the live stream.