We created a unique kind of 'take one' piece that makes people experience of playing; we encouraged them to start training for the big competition.

These pieces were delivered to places that are considered difficult to reach by other advertising media: videogame shops, comic shops, gaming arcades, Blockbusters, schools, etc. Also, people could take this piece home or to school, and have the address of the EGS Web page to find out more about the event and buy tickets online.

Media department studied the target characteristics, when and where they're more receptive, what is hot for them as well as their favourite places: video games stores, music stores, schools, movie theatres, etc. Then they made the media proposal including postcards as an alternative media.

We printed a total of 15,000 'take one' pieces.

After a week, the daily hit rate on the EGS Web page increased by around 300% (1,437 against 485). 10% of total tickets were pre-sold online. It was a success considering the low penetration of the internet in Mexico. The three days were totally full with 30,569 people compared to the usual average of around 10,000 for this kind of event.The client said: "Next year we will have to organise it in a bigger place."