Speaking to savvy male music junkies (18 - 34), we wanted to introduce them to the brand in the native.com environment without feeling like an ad. We created a downloadable video that challenged viewers to "Exercise Your Music Muscle" and translate the images in the video into song titles. Fans around the world spent hours watching the video trying to decipher the visual metaphors and posted their answers with the video on their personal sites and pop culture sites like Google Videos, Gorilla Mask, YouTube, Stereogum, and iFilm. It was the number one viewed piece on Adcritic in 2005.