The goal of the email was to raise awareness of the new features available in Sony’s new MD Walkman Recorders. We targeted older teens, but rather than simply make banners that would explain the new features of Sony’s MD Walkman Recorders, we created a suite of online games, contests and e-cards that would engage the target, while at the same time educating them of the new 2001 product benefits. One of the new features last year allowed people to record as much as 5 hours of music on one $2 MiniDisc. To promote this feature we created a “Simon”-like memory game that used transferring music to MiniDiscs as the metaphor for the game play. The game verbally challenged users to remember 20 seconds of music, while reminding them that the MD player could remember 5 hours. It then used lights and sound to create a pattern that you had to play back correctly to win. The game got a 90% interaction rate, an 8% pass along rate and an 18% click-through to the Sony Walkman Web site.