The campaign executed a first-ever idea that integrated branded, unclickable lettering into the site’s text in order to drive intrigue in the product. This "virus" recoded all sequential "D" and "S" to be shown in bold, branded font, creating the perception that Nintendo was tied to the website. An upfront endorsement came from securing top billing on sites' holiday "must-have" lists. Finally, we gave consumers the opportunity for hands-on experiences by using interactive ad units that included product demos and footage.

Message boards exploded with buzz about the recoding of the websites with "D" and "S" in the editorial copy. The interactive, expandable units garnered 11% overall interaction rate. Pent-up demand drove swift sales, with 44% sell-through on Day One and over 90% sell-through in the first week.