The Above the Influence Instant Messaging Environment was able to communicate the ATI philosophy and brand message, enabling teens to pass the message along to their friends in an engaging and fun format. We also achieved our goal of driving users deeper into the ATI message on the brand website, through contextual links to the site within the IMVironment itself. The target audience was teens, with a primary focus on 14 to 16 year olds. Through the IMV, we were able to reach teens in an environment they use frequently, allowing users to express themselves and pass the message along.