Sprite and Mediavest turned to MSN to create a dynamic experience that would drive brand awareness, message association and preference among teens. With “The Wall,” users enter an immersive repository of consumer-generated and moderated content - a virtual world where they can freely express themselves by creating original graffiti art or view and rate other’s graffiti. Consumers can save and print their creations, share them via e-mail and even use The Wall as their screensaver. This breakthrough program brings in great brand value and drives creativity among millions of teens that have since used the application.