Online social networks are very popular. People spend a great deal of time building and maintaining a unique group of friends on a social network. Companies see these networks as having huge potential to promote their products and services. For T-Mobile QNH developed the T-Sell Show, the first viral Hyves campaign with a sales objective.

Yet selling something within a social network is complicated: the product or service has to contribute to the sense of sociability, it has to be in keeping with the social context, and it has to offer advantages for both the buyer and the seller. A bit like a Tupperware Party, but different... We translated this understanding of the online environment into the T-Sell Show: a viral interactive video show in which a limited number of phones are given over-the-top recommendations by Michael Diederich and Greg Shapiro of Boom Chicago. The idea for the T-Sell Show was inspired by the famous American ‘Tell Sell' shows.

The unique thing about the T-Sell show is that the consumers remain within the Hyves network from start to finish - even if they decide to buy a phone. In this respect it differs from a traditional viral campaign, which directs consumers to an external campaign webpage or a corporate environment.

The T-Sell Show is advertised by a media campaign within the Hyves network. The T-Sell show was first broadcast on Hyves on 25 May 2009 and ran for a period of three months.