The target audience was hardcore gamers and non-gamers. We created an Arctic World that satisfied both groups. For the gamers we created 3 Arctic Events (Icescape Turling, Icehole Hurdle, and Ice Kayak) with a time trial, points for upgrades and online challenging. For the non-gamers there was an Instant Win mechanism (Prizes from SnowWorld, Samsung/Media Power, and Tickets Unlimited) and an Arctic Lottery (Win a Trip to your own iceberg).

Did it work?

Target: 150,000 unique visitors in 7 weeks.

Actual result: 748,593 visitors in the action period.