Key actions: - The action of Digital Relations was carried out in the channels. - Spreading of information through a Feed Testing Campaign. - Network monitoring. - Selection of 10 opinion leaders and bloggers to which the product and the ADV campaign were subjected in exchange for spontaneous feedback in their own network facilities. Results achieved: - Creation and consolidation of the on-line reputation of the brand in the Italian user generated media. - Very high number of views in the monitored discussions (5,500).