After apparently losing his diary a couple of days ago, Virgin founder Richard Branson sent the company’s global social media following on a hunt for the book.
The thief it, it seemed, was a mysterious actor called The Crimson Bandit.
After an initial period of uncertainty over whether there was genuine social skulduggery at play, Sir Richard made another appeal, saying the company would offer rewards to anyone who helped find his beloved diary.
At this point, it became clear that there was a whole new campaign playing out across Virgin’s Twitter, Facebook and YouTube accounts. The the stage was set for a global, multi-platform search/quiz.
As it turns out, The Crimson Bandit was Beardy Branson himself.