Channel 7 wanted a fun and engaging way to extend their involvement in The Australian Open that drove traffic back to their website. The Adver-gaming campaign is an interactive cross-platform solution. A mobile version of a pong-style game was re-branded and advertised to download free of charge from TV, web and a series of posters with hypertags (which use infrared technology to transmit mobile content). At the end of the game players were prompted to submit their highest score to a leader-board which was displayed on the 7 website. At this stage they were asked a series of demographic questions.