Innovative launch media put the balls where kids would discover them on their own. We also made balls seem desirable and scarce — increasing the cool factor of getting one. Random Ball Drops: a few hundred balls were left in select parks/playgrounds. Direct Mail: balls sent unannounced to the homes of opinion-leading kids. Interactive Projections: placed in malls, movie theaters to tease YELLOWBALL’s arrival. Street Performers: gathered crowds, performed amazing YELLOWBALL tricks, then distributed a select few balls.

The program created 148 million kid's impressions and got over 5 million kids active. 21% of the balls were passed on. Nearly 17,000 blogs were received. One ball was passed 31 times while another ball traveled 39,940 miles.