Media actions aimed at driving traffic to the POS where the Guitar Hero stands were set up and to the website where people could watch and vote.

Planning focused on in-target radio stations and related websites, besides the biggest university students’ and young people networks in Italy. Also the choice of POS was highly targeted: MediaWorld and Saturn stores, where young tech-savvy people go as a first choice for technological and entertainment purchases.

POS were crowded: over 1,000 people in less than two months! Over 200 videos were uploaded to the website, with a massive participation: more than 332,000 votes were cast, thanks to an incredible WOM effect. The dedicated website received over 1 million visits, making Guitar Hero a phenomenon of the Italian web.