To bring Philips amBX gaming peripherals to the attention of young gamers, four action figures were developed, each representing one of the amBX-effects that enhance the gaming experience. In the viral movie, based on Japanese hidden camera shows, gamers are startled by a sumo wrestler (representing vibration). He jumps through the wall while people play a PC-game.

The seeding strategy optimally uses the viral power of video-platforms, weblogs and social networks. The results: more than 360.000 views in total and 600+ predominantly positive comments from the targeted gaming-community. With a CPV of EUR 0,03, the seeding was very cost effective.