In order to smoothly execute this tactical campaign, media planning functioned as the 'general contractor' both designing the programme and ensuring effective coordination between the brand team, creative teams, public relations and buyers. Planners and buyers worked synergistically to provide strategic guidance ensuring that this campaign was structured to augment and support all other media programmes. The consumer insights generated by the media team's research, and their own personal passions for the game, remained steadily at the forefront throughout the development of the innovative consumer contact.