As a media storm was erupting around Lance Armstrong, Oprah landed the first interview with him. The public was promised his first confession. That night, BINGOSTRONG was created. We sent the game board to a few important figures in cycling, and word about it spread like wildfire. Pro cyclists, journalists and TV and radio personalities all discussed it online and on air. On the night of the interview, many people even mentioned that they had printed the board and played along during Lance's confession.