Fulsome look at how it was all done at www.readwriteweb.com
Iain Tait, Global Interactive Creative Director at Wieden, is leading the effort. "In a way there's nothing magical that we've done here," he explained by phone this afternoon. "We just brought a character to life using the social channels we all [social media geeks] use every day. But we've also taken a loved character and created new episodic content in real time."
The key as well being the amazing trust between agency and client, allowing real time copy to be published.
Much fuller version of the 'how they did it' interview on Fast Company
Neat quote from Wieden's global interactive creative director Iain Tait "...It's a really strange thing, but that sense that people are having fun actually manages to transmit itself through the Internet. People gravitate toward things that feel like they're being done by people who love it. That sense that everyone involved with this is loving it is a huge factor in why this is so successful..."