The Michelin Race Challenge was a world first and utilised a Flash Communication Server to deliver a truly interactive, real-time online racing game, where participants created customised cars and challenged their friends. A campaign to promote the site's existence was kick-started by a combination of sampling distribution and metrolite advertising at key CBD and metropolitan railway stations. From that point on the peer-to-peer component of the challenge was harnessed to spread the word.Players short message each other, race practice sessions and most importantly, invite friends to join the site. Email was then used to build momentum driving greater involvement.