Spectrum developed a PR campaign to expand Autodesk's brand awareness with mainstream and vertical media, beyond the IT media outlets. We identified a significant market opportunity with the 3D animation character called 'Dancing Baby', made famous by Channel 7's hit show 'Ally McBeal'. Kinetix, a division of Autodesk in Australia had created the character.

One of the initiatives Spectrum encouraged Autodesk to take up was the sponsoring of a TV and radio cross-promotion surrounding the first appearance of the Dancing Baby on Ally McBeal.

Viewers/listeners were asked to identify the song Ally and the Baby danced to on the show, and then call participating Austereo radio stations the following morning to be eligible for a prize. This and other campaign activities increased the awareness and popularity of the 'Dancing Baby' and in almost all cases, the Autodesk corporate brand.

The 'Dancing Baby' promotion received coverage in various consumer, business and IT newspapers and magazines all over Australia. Over 200 'Dancing Baby' dolls accompanied press releases to spark enthusiasm from journalists, and assist in the level of coverage achieved.