Solution: An online game: users participate in a virtual boxing match against the human immunodeficiency virus. The player uses his penis – and a special condom – to play the game. The webcam detects movement, making the penis an interactive controller.

Result: Global attention on news websites and blogs, 84,027 players in the first 24 hours, a total of 2,042 interactive hours and a 13% increase in donations.

Site: http://www.cockout.de

Video: http://www.youtube.com/thecockout