"Primetime" is an innovative new digital marketing concept developed for the Air Jordan XX shoe. Multimedia clues for an interactive online game hosted by Spike Lee were released daily, but only for an hour and only to registered users. This approach was designed to increase buzz and motivate registration through its exclusivity. Primetime was supported by SMS and voicemail delivered via mobile devices and a downloadable desktop application that could be sent to a friend. Outbound email and direct mail were deployed to drive users into the Primetime experience.