The internet is the ultimate ‘freedom’ medium. For our audience it is the last frontier in a heavily regulated media world and is a wild west of content and creativity. Rather than engage with media owners, they create their own media, post it and share it amongst like-minded individuals. By asking b3ta members to create their own PlayStation content, without constraints, we engaged an audience who would dismiss more conventional communication methods out of hand.

Over 1 million users watched as 650 members responded to our invitation… more than 3 times the norm. Some called B3TA corporate whores, some were highly political, some just funny, but over 80% showed an overwhelming passion for PlayStation and relished the opportunity to help keep the brand free.http://www.b3ta.com/challenge/page10/