SanDisk is the world’s largest supplier of flash storage cards. With the global WakeUpYourPhone- campaign SanDisk Mobile Consumer Solutions aims to build awareness for mobile memory cards, educate youngsters (Generation C) how to use them and create demand. OER developed the interactive component for this campaign resulting in an online publication: S.L.O.T. magazine. The magazine changes perception of mobile products and how to use them by bringing exciting content, thus building brand credibility as a critical component brand. Being one of a few publications offering valuable downloadable mobile content for free, we create a direct demand for mobile storage capacity.