An official sponsor of the GRAMMY Awards, Heineken wanted a big, music-themed initiative to encourage repeated visits to Heineken.com leading up to the actual event. In the Heineken All-Access Challenge online game, users tried to get backstage at the Grammys by answering questions to get past a security guard, a reporter, a pop star, and others. The game and site used Flash and Oddcast technologies to create a challenging experience that encouraged repeated visits. The hub site housed all of Heineken's GRAMMY promotions and content, where users could connect with Heineken-sponsored partner sites to get the latest Grammy news.