There was no mass messaging at the time of Orkut. So I created a code that you could paste in the browser to open an interface that allowed you to send the same message to several friends simultaneously. Every time someone used this code, they got a footnote: “This message was sent with code such and such, which you can learn in the community such and such.” And these people would join my community. Over two weeks, my community went from zero to 400 thousand members.