Inspired by a Twitter hashtag marketing campaign run by a rival company the previous month, Moonfruit, a provider of an easy to use online website creator, launched their own # campaign that offered 1 Macbook Pro to anyone in the world, everyday, for 10 days. With no constraints on the number of times you could enter and a requirement to enter each day’s draw separately, the campaign quickly turned viral and was propagated by a placement at the top of the Twitter Trends list together with massive coverage in the media. The success of the campaign in highlighted by their stellar growth in Twitter followers from 444 to ~40,000, an increase in website traffic of 600% and and increase in sign-ups of 100% for a cost of just $13,500. But is this a sustainable benefit? We look at the campaign, its results and implications for the Twitterverse.