RDA implemented an innovative creative solution for NIVEA that transcended simple product placement. It begins with the conspicuous placement of a garden-variety “The Good Side” shave lotion billboard within the Splinter Cell: a Double Agent in-game environment. However, the gamer soon realizes that a cyber-graffiti artist has added his own personal tag to the ad. Upon closer inspection, the gamer discovers an “easter egg” hidden content within the game, which offers access to a parallel universe online. At TheGoodSide.com, a NIVEA product website, curious clickers utilizing the in-game hints encounter new missions, clues and assassins comparable to those in the videogame.