Visitors of MSN were wide-eyed with surprise at the end of 2009. The news and leisure portal had overhauled its pages, including enlarging its format. H2OMEDIA designed the interactive campaign “Wide-eyed at MSN” to get the news spreading virally: users took pictures of themselves via webcam and distorted their eyes to surreal sizes with a specially developed filter. The amazing results could be posted in a gallery and on Facebook. The campaign not only brought lots of funs to MSN visitors but also tangibly increased traffic in MSN channels.