Because the target market for Mortal Kombat is 18-25 year old males, a viral online campaign was the obvious media choice. Firstly because of the wide spread use of email in this agegroup and secondly because it gave us the freeedom to show the main benefit of the game – extreme violence.This execution opens on a scene from Mortal Kombat. Jax and Johnny are bouncing around in fighting stance but when they start talking we realise they are actually dancing. Their discussion deteriates however, and they end up reverting to old patterns. It would appear violence really is the best solution …