How do you get busy marketing professionals to spend time learning online?

Google Partners is an online resource for marketing professionals who sell Search Engine Optimisation and AdWords. They can gain qualifications, download special offer vouchers for their clients and join a supportive and sociable community through Google+. While our prospects love Google, they simply weren't finding the time to get online and interacting with the Partners Portal. To entice our prospects to start interacting, we mailed them a remote-controlled helicopter. Remote-controlled helicopters are difficult to fly, but the more you practise the better you get - much like learning to be a Google Partner. The prospects went wild for the helicopters. Google+ filled with their posts, videos and the occasional plea for a new helicopter. And activity on the portal increased as well, as the prospects began to absorb the true value of being a Google Partner.

Awards: ADMA (AC&E) and Caples Winner, Directory appearance