Radio was the channel that could best deliver on the strategy. The right radio station could play in the edgy territory the campaign demanded.To bring the idea to life, we gave The Rock FM listeners a chance to inflict ultimate revenge on their mates.Hosts invited listeners to submit their intended victims and their reasoning. The most deserving victims were selected, then fitting punishments were devised, again with the help of the listeners.

Revenge stunts were then executed upon the unsuspecting targets and caught on video.The campaign saw four individuals receive their retribution.•A house was re-carpeted with grass.

•A car got crushed by a tank.•A truckload of manure was dumped over a car.•Members of the Auckland Blues Rugby team threw a victim into a lake on his morning run.The revenge stunt videos lived on www.therock.net.nz encouraging comments and feedback.

Sales results destroyed targets with unit sales for the title 128% over what was planned. It was the highest selling game to date for the client and it also drove a lift in console sales over the same period.The revenge videos achieved over 30,000 views on The Rock website, exceeding our expectations by 200%.We successfully tapped into the competitiveness and prank culture that’s prevalent within our target of young men and created an engaging campaign with compelling content that communicated the core proposition of the game in a way that was readily consumed by our audience.