The client wanted kids to use up more physical energy to induce more need for Tiger Energy Biscuits. However, the favorite play-activity of Asian kids is video gaming, something that rarely requires energy. Instead of stopping children from playing video games, we got them to play one that requires a lot of energy – Nintendo Wii.We created the Tiger Virtual Games, the world’s first Wii Olympics. Kids were invited to compete in Wii sports for medals and free Wiis. Cost of entry was just 5 empty Tiger packets. The games were held in SM North EDSA, Asia's second-biggest mall, giving maximum exposure to Tiger and the event.We also opened the games with the 'Running of the Wii', an event where kids carried the controller like a torch across three major cities. This added even more exposure to the games.