BackgroundPlayjam is an interactive gaming channel available to digital TV subscribers.They came to us for a communications solution to drive more traffic to PlayJam as their figures were falling due to increased competition from Sky gaming channels. Our Challenge was to provide a provocative creative solution that appeals to the marketing savvy target audience within an extremely limited budget. We sent two viral emails containing the PlayJam ads Toilet and Office to 100 opinion formers throughout the media world. That weekend PlayJam received their highest amount of users in 2003.After two months of the virals being forwarded all over the globe PlayJam received over 30,000 new users turning around their deteriorating numbers.