Irish Spring, a trusted bar soap brand with a rich reputation, embarked on an advertising campaign to support its launch of body wash. We developed a campaign microsite, GetIrishNow.com, a departure from the traditional brand to reach a younger and decidedly ‘cooler’ male audience. In creating the campaign site, we harnessed the ability of the internet to attract attention and interest through relevant technologies. The microsite exceeded goals and expectations by 124% within the first two months since launch, attracting more than 740,000 unique visitors.