The fact that parents usually pay the bills in Dreamland means that that was where we had to target our campaign. The problem was that parents usually have no idea what computer gaming is or what their children are up to with regard to computer gaming.So Crash Courses in Gaming for Parents were organised in the evening, after store closing, in many Dreamland stores across the country.In 2 hours, parents were given an overview of the computer gaming landscape. All of the consoles, games, PEGI code, gaming terms, etc., were explained and they were given the opportunity to try everything out extensively.

The first series of Crash Courses in Gaming for Parents only started on 8 April 2008. It is therefore too early to give initial results in terms of sales, store visits, etc.What we do know is that the first series of courses was completely booked in no time. And the media attention was overwhelming. The simple announcement of the crash courses was covered by all of the national and dozens of the regional newspapers. The biggest national radio stations broadcast interviews with the Dreamland spokesperson.When the first series started, a second media blitz was launched, with a national or regional television broadcaster on hand to report on the event.