Close attention to detail ensured that all six websites were convincing (at first glance, at least) and led to significant brand discussion via word of mouth. For example, prompting users to upload photographs of their friends helped add to the initial impact of the prank – and also gave the initial user an opportunity to spend more time engaging with the brand. More importantly, the idea of a mid-afternoon wake-up call clearly positioned the brand as a daytime energy burst, rather than a mixer for an alcoholic beverage. This differentiation proved crucial in differentiating V from Red Bull and earning it a solid position in the market. With its well-conceived, well-written and well-designed creative, the V campaign went truly viral and helped cement the brand as a major player in the sector. The quality of the creative also helped define a tone of voice for the brand that continues to underpin campaigns to this day.