Intel® vPro™ technology and Intel® Centrino® with vPro™ technology meet a key desire for I.T. managers – greater control over their PC fleets. The challenge was to tell this appealing yet complex story to an audience that pays little attention to conventional advertising. We decided to create a vehicle that could best showcase the products' benefits and that the audience would actually engage with – a massive multiplayer online game. Registered players spent, on average, more than 7.35 hours per week engaged with the game. 71% said playing increased their product knowledge, and 72% viewed both Intel and the products more favourably.