We spiced up the advertising material by making it look as if it were hand-made by people who have joined the "Hangame Club". The characters that appeared in the advertising campaign also had their own blogs and home pages within the site. The characters in the campaign looked like they were actively involved in the club, thereby being very realistic.

The campaign site received 1.2 million hits in 4 months and the average number of people that joined per week increased by about 70% of the usual registrations at its highest point. In the long run, there were about 40% more registered users after the campaign than before the campaign.