Born from a recent street marketing phenomenon, shakerboarding is the innovative combination of break dancing, sign spinning, acrobatics and advertising. US Pizza chain CiCi's set out to own the technique and thus Roto, the "shakerboarding phenom" was born.

To kick off the campaign, a series of viral videos were launched which showcased Roto and his sidekick Joe performing amazing shakerboarding stunts in public, in front of CiCi's restaurants. These videos inspired pages upon pages of viewer comments, leaving most in disbelief and wanting more. Imbued in every video was the CiCi's philosophy of being "too good to be true."

As the popularity of the viral videos grew, a phase 1 version of yoroto.com was launched. It was designed to look as if Roto himself had launched it with a few friends as a platform to host more videos, photos and a bio about himself and his passion for shakerboarding. He also gave props to CiCi's for believing in his dream to make shakerboarding a professional sport.

When phase 2 of yoroto.com was launched, it was clear to viewers that Roto was serious about shakerboarding and that CiCi's had his back. Users were now able to watch videos, download wallpapers, icons and screensavers, play Roto's Sign Spinna' and send Roto mail off to their friends.

This case study video showcases the entire Roto campaign for CiCi's, explaining its effect on the public, the media and perhaps most important, sales.

As part of the phase 2 site, live action video was combined along with a digital environment to create the online game Roto's Sign Spinna'. In the game users are challenged to keep the beat on their keyboard in order to make Roto perform his shakerboard routines. Users were able to choose their level of difficulty, play the game and then challenge friends against their high score through a custom email.

With Roto-mail, users are able to create their own custom shakerboard and have it delivered with a performance by Roto, right to their inbox. Not only can users write their friends a message on the shakerboard, they can also add multiple graphics and logos as well. Once a message was received, users were given the opportunity to explore yoroto.com, play Roto's Sign Spinna' and create their own Roto-mail.