Background: The PlayStation brand is widely perceived and locally recognized as a gaming brand, but not as a full spectrum entertainment brand.

Objectives: create a new territory for the PSP brand and possible uses. Exploit publicity and generate great impact by using the image of Fernando Alonso in a completely different wayResults: An interactive comic book featuring Fernando Alonso which can be accessed via Web navigation and via PSP with exclusive PSP content. It has been one of the Spanish 2005 hits generating more than 850,000 euros in free publicity and more than 2.5 million page views