Logitech needed a programme that would help them establish a foot-hold with 13-24 year-olds. They wanted to start a dialog, gain insights, and build brand awareness. Since YouTube was the primary media vehicle, the Logitech QuickCam (webcam) product was chosen as the entry into this audience. The agency both developed the Logitech YouTube "How Not To" video contest, and "found" the as-yet-undiscovered video creators called "Smosh" to help judge it. Smosh’s participation gave Logitech instant street-cred with this notoriously corporate-wary crowd, and provided a ready audience of 50,000 Smosh MySpace "friends", all 13-24-year olds.