The goal of this online campaign is the promotion of a limited Tribal edition release of the Game Boy Advance SP, one of the best-selling handheld gaming products of all time.

With no differing technical aspects to the original product, this campaign focuses on the lifestyle connotations surrounding Tribal tattoos. Reaching out to an older, teen target group the campaign has dark undertones, relying heavily on user participation to explore a detailed Tribal world.The campaign consists of several promotional tools that push traffic to the website and a series downloadable goodies that can be downloaded after registering the product.