Key actions: - On-line PR activities. - Communication of the brand in the international blogosphere (Germany, France, Italy, the UK, the USA) by spreading the serialized celebration documentary "Le storie dello scorpione" (The stories of scorpion). - Strategical spreading of contents through the direct involvement of opinion leaders of the blogosphere. - Methodical action of screening in order to constantly monitor the sharing of contents in the Web. Results achieved: - Creation and consolidation of a stable and useful relation in order to enlarge the relationships with the target. - Opinion leaders and blogosphere engagement. - Product experience for those bloggers who contributed to the spreading of brand-related spontaneous contents on the Web.