The real innovation was in the way we adapted the DAL for our hardcore canyon fanatics. We took inspiration from the canyons themselves - we wanted to bring the outlaw spirit of the canyon racers to our DAL. If the canyon racers were the pirates of the road, we'd become the pirates of interactive television.

54,000 people clicked red. Nearly 75% of the core 16-34 men group clicked through (norm: 35%). Average time they spent on the DAL was an incredible 4:2 (norm: 1:43). Sales soared, pushing the game to huge success and the coveted number 1 in the charts.