Chase the Express is an action adventure game released on PlayStation in September 2000. Our task was to create awareness about the game amongst existing PlayStation owners (predominantly male, aged 18-24).Our solution was to create a mini site that not only allowed gamers to play an on-line game based on the storyline from Chase the Express, but also invited them to fake ransom notes via e-mail challenging friends to save them by playing the game.Results: The number of 'friends' visiting the site demonstrated the power of referral or 'viral' marketing amongst this target audience. Over 11 000 people registerd on the site (2 times more than expected), almost 10% of whom were friends visiting the site to take part in the game.