In November 2003, BT partnered with Microsoft to promote online gaming in the UK. Microsoft brought their Xbox LIVE package to the table and BT provided the high-speed connection with BT Broadband. Both products were promoted together and BT Broadband start-up kits were packaged inside Xbox LIVE-enabled game titles.AGENCY.COM developed an online marketing campaign that included both interactive rich media advertising (including eye blasters and standard format banners) and BT.com site content to support the BT Broadband campaign, which was targeted at 18-35 year old males and females who may or may not have experienced online gaming before. The primary objective of the online campaign was to introduce gamers and non-gamers to the possibilities of online gaming with BT in an effort to drive awareness of the partnership.