The Phaserblast campaign's main goal was to perform targeted lead generation within the Business and IT Professionals audience. To reach that goal, we successfully enticed our target with ad units that offer the promise of addicting game play and sweepstakes that is only a click away. Clicking on the ad launches the XeroxPhaser.com sitelet with a lead generation form. After fillout is completed, a 60 second animated spot plays while the PhaserBlast! game discreetly loads in the background. The animation hunorously exposes crucial details about the printer, while positioning the IT Guy as the hero. The game PhaserBlast!, a challenging but achievable game, extends the narrative, while incorporating integrated product messaging throughout game play.