It’s no secret that to reach your target audience, you need to be where they are. In this case our audience was teen-aged boys, and playing NBA Live is where they were. We ran a campaign of court-side ads (on Xbox and PlayStation) that at first take are basketball related, but also have powerful messages about rising above negative influences. This audience is probably one of the most cut-throat when it comes to sniffing out ‘uncool’ and switching off completely. I think we did a pretty good job at keeping these in the ‘cool’ category while still getting our message across.