Destiny is an inevitable force. It is written that what is meant to be will be. Thus, this piece shows us two soul mates on the day when their paths lead them to what would appear to be an inevitable encounter.

We developed a concept which was: get back what musicians had taken away from you. In order to link this concept to our product, we developed the novel joystick pack, which was the engine behind the campaign. We also came up with a game that could be downloaded free from the Web and by playing the drums or the guitar, guys could win beautiful groupies. To communicate it, we carried out different actions and communication pieces.

The best thing that could have happened to us was that the only way to play the game was through product purchase. That is why with every action we carried out, we felt that the game was increasingly viralising.

We could see the results on the amount of visits to the page, on the amount of banners that led to game downloads and on the MSN and Facebook applications. Some important facts: - 400.000 visits to the site.- 40.000 visits to Groupie or not.- 0.96% increase in DEO AXE overall volume share.