The new Sony Ericsson T310 squarely aimed at the youth market and features Tony Hawk's Pro Skater 4 - one of the world's best selling games.The objective of the site was to create the desire to buy the T310 versus the competition. The site also had to support ATL and BTL activities that featured stencils of skaters.The site was aimed at fun loving global youth, 15-24 years old, low earning, sociable, single, youthful and with the attitude of “I am an individual just like my friends.”The challenge was to not create just another "facts and features" site rather a true campaign microsite, embedding itself firmly within the environment of youth culture.T310 microsite features 10 environments (backyards, brick wall, skate parks etc) that the user can explore. In each scene, users are encouraged to click on links disguised as sketches, posters and graffiti to find out more about the T310, Tony Hawk Pro Skater 4 game and much more. A key element is a unique graffiti creator that can leave a stencil on the walls of each environment. The site has day and night versions, which change according to the pre-set clock on the users PC.