A back-to-school campaign that revolves around all those other activities you use your computer for besides learning. The idea is to focus a student’s back-to-school technology buy on more feature-packed systems, and drive upsell through 'indispensable' add-ons, software, peripherals, etc. Campaign consisted of microsite, ads and some viral elements targeted at students and their parents. Freetime Frenzy, an adjunct to School of Procrastination, delivered a tangible 'slacking' experience directly from a banner - a highly addictive game - fulfilling the promise of the SoP. Campaign was designed to attract involvement and participation through a strong contest and targeted students and their parents alike.