To raise awareness of its national plumbing and drain service and increase opt-ins to its online communications, Roto-Rooter created an outrageously feature-filled toilet that would be given away to one lucky winner. WHi brought the concept of The Pimped Out John to life online, developing its identity with a mixture of MTV-style and some retro ‘70s flair. The site featured footage of the toilet and allowed users to interact with all its components—the Xbox, the flat-screen TV, the mini-fridge, etc., and we drizzled humor into the component descriptions, site features and email communications. The Pimped Out John got attention from The Today Show and became an Internet sensation. The sweepstakes received hundreds of thousands of entries and thousands of new opt-in names.