To support the event Hotwire negotiated a competition and front-page splash with The Independent newspaper to give away CoPilot devices.
During its first two days the Microsoft Gumball 3000 blog – which appeared on both the Microsoft and MSN home pages – drove over 3,000 people directly to the ALK website.
The team also achieved the holy grail – celebrity endorsement when Martine McCutcheon appeared on the New Paul O’Grady Show talking about using her CoPilot satnav “to stop me from getting lost on the rally”.
Following the launch event, coverage promoting the tracking link appeared in The Evening Standard as well as on Pocket GPS World, Mobile Gadget News, Web User, Stuff Online, Bit-tech, Trusted Reviews and MS Mobile. Further coverage is still due to appear with the Daily Mirror and PDA Essentials.
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