The objective was to increase brand exposure to the user segment which spends more time browsing the Internet than watching TV. We aimed to build a communication "environment" in which a total marketing communication is conducted. To do this, we created a virtual city which the users would want to visit repeatedly. Users can choose to spend time playing various games provided here, or simply enjoy a virtual life they build on this site. They can also be involved in 'real' marketing activities, such as: online purchase of GEORGIA brand products, participation in an auction, or in market research.