Unilever wanted to tap into the fashion/celebrity culture that their target market of young women aged 14-29 were engaged with. We developed an interactive brand community game that featured an online celebrity stock exchange; “The Fashionista Challenge”. The game featured real time data feeds, gossip news and a 'widget' that allowed users to view their portfolio and communicate with fellow ‘fashionistas’. Players are able to buy and trade celebrity shares and interact in real time. Users also provided community content via celebrity blogs, and an instant message 'widget' that team members used to exchange gossip and strategy.