Summary: The agency was tasked with helping Intel become the preferred video gaming processor. It’s an especially cynical audience, so breaking through is not easy.Innovation: The online video utilized characters (Monsters) from the game, conveying the Monsters’ anxiety that the Core 2 Extreme processor is giving gamers power like never before, thereby making their monstrous lives more difficult.Results: Intel turned the gamers into the messengers - who were ultimately responsible for the ad’s success. Gamers posted, sent, and linked to the ad. By the end of the first week, the clip had 50,000+ views and was the YouTube’s #20 most linked video on entertainment video.