We created an innovative, never before done media vehicle: interactive collectible bookmarks. Driven by insights, our core video game target was refined to focus upon socially active 9-17-year-olds who constantly look for ways to include friends in their activities. Video games and collecting are common passions these 'socialites' share – anything they can do together. The hallways and playgrounds of schools are hotbeds of social interaction; therefore, we created this innovative, school-based print medium that enabled kids to bring Super Mario World into their world.