We created content that was relevant to both product and audience–and used this to drive peer to peer interaction. We took our inspiration from the audience’s offline world and recreated relevant and credible content in the online environment. On-line devices included: Park Life: a viral, multi-platform game; Skate Park chatrooms; a graffiti emulator to ‘tag’ friend’s desktops; a viral video of skateboard accidents; Online flyposting: traffic drivers that left their mark on web pages.

The campaign built brand awareness by 28% and the perception of T310 gaming as ‘superior’ increased by 20%. Propensity to purchase increased by 33%; revenues were achieved through extra level downloads and the game was listed at number one in online searches for Park Life.