This “branded entertainment” portal was the central communication strategy of Germany’s public broadcaster ARD for the season start of their sport TV show „Sportschau”. Combining the on-air trailer with online goodies including a “jump ‘n run” game, animated e-cards, screensaver and mobile goodies the online content required additional filming and photo shootings. The end result is a unique presentation that is promoted via a Blog that informs users about the development of the platform.