We leveraged the Uncharted 2 brand channel on the PlayStation Network and provided gamers with unique co-branded wallpaper skins, behind-the-scenes videos of the game, and motion comics, a first ever for any advertiser in the gaming space. The motion comic series was a highly coveted piece of content among Uncharted fans that seamlessly integrated the 4Runner and featured the main characters of the game. The integration highlighted capabilities of the vehicle including performance and cargo space. We promoted the channel and content across the PlayStation Network’s base of 24 million users. We also integrated 4Runner into Uncharted 2’s PlayStation HOME Tibetan Market space, we positioned a highly visible 3D-rendered model of the 4Runner that rewarded user interaction with a special item for their HOME avatars that tied back to game play.

The 4Runner-Uncharted 2 partnership was successful in generating lifts in purchase consideration among SUV intenders and increased favourability. As the first automotive partner ever on the PlayStation Network, our brand channel attracted over 1.2 million visits with users, exceeding our goal by 140%. We also had over 270,000 motion comic downloads exceeding our goal of 60,000. Over 230,000 users visited the Uncharted 2 HOME space spending an average of 16 minutes per visit. Year To-Date sales (since March 2009) are up 140% & projected unit sales for 2010 are 47,040 units (34% above the sales goal).