Every November, 50 000 gamers travel to tiny Jönköping in Sweden for the massive Dreamhack gaming event. Swedish Railway's (SJ's) trains are an excellent choice to get there.

By injecting a custom code into the banners of SJ's campaign with "winter offers", the banner identified what graphics card the people viewing it had installed. It's kind of a cookies-thing. And since the graphics card is vital among gamers, we could detect and target them through this data. In an instant, the code compared the detected graphics card to a list of the 15 most common ones among hardcore gamers - and if we got a hit, the banner changed into a message about taking the train to Dreamhack, written in gaming lingo.

SJ had already planned a massive autumn banner campaign, with bought media on pretty much every major website in Sweden (SJ is one of the biggest marketers in the country). This gave us reach and opportunity.

Knowing that Dreamhack was coming up, the timing was perfect. Also, tiny Jönköping has a train station, but a lot of gamers rent or lend a car – or take the bus. The relevance for SJ was 100%.

The code was implemented into the 25-30 unique banners featured in the general campaign. They were along the lines of general price/product-messages, e.g. Stockholm–Gothenburg 195:- These banners appeared hundreds of times during the banner campaign's active weeks.

When a gamer's graphics card was detected, the banner turned into an old school black and white computerized message written in one of three gaming lingos, e.g:

NE1 WTB train tickets 2 DH? SJ WTS @ sj.se all hubs -> Jnkpng fr 195 SEK L8r.

We simply gathered data in the banner to find hardcore gamers through their graphics card - and gave them the perfect offer: Take the train to Dreamhack!