The objective was to demonstrate the effectiveness of the Energizer Max batteries to a teen target group. In conjunction with AOL, whenever a teen went to view the trailer of film coming to theaters, he or she would stumble into a loading sequence that prompts them to charge up the loading mechanism by placing the batteries in a certain spot. In Spanish, the copy had double the impact because the word charge and the word load use the same term “cargar”.The film was programmed to not appear until the batteries were placed in the indicated place, forcing the consumer to interact directly with the brand.