In the fall of 2005, Nintendo launched another innovative handheld device to the Game Boy family, the Game Boy Micro. Nintendo's top priority was to build awareness of the product and create the notion that the Game Boy Micro is the hottest piece of hardware available, in order to maximise sales and drive positive momentum into key sales periods. Henderson Bas designed an online media campaign that embraced the expansive opportunity of the channel, creating engaging and interactive media units that would put the experience of using the GameBoy Micro into the online consumers hands.