This paper is an example of a campaign that 'got it right' with 'Generation why should I care?' As Medialife 2006 put it, this is a generation that 'embraces technology as an essential part of their lifestyle. You are a guest in their attention span, bore them and they will ruthlessly filter you out. Get it right and they will actively market to each other'. Rather than just promoting the show, the campaign brought the characters and their lives to life through social networking sites, virals, targeted outdoor, press and PR activities. In the short term, the campaign generated £1.6m incremental revenue. Longer term it is projected that it will generate £4.6m, a return of £1.80 for every £1 spent.