Brilliantly challenging the idea that the mobile marketplace is reaching saturation point, we targeted a lucrative group – snowboarders.Winning credibility with this passionate youth audience is vital. Co-hosting snowboarding's biggest global event and providing the first-ever major website for it, proves Motorola is serious about technology and experiences for snowboarders.

And that they're equally serious about doing it right. Event information, video footage and photos straight from the slopes, if you can't be there; virtual phone graffiti, Motorola 3 speech booth and big-screen text blog, if you can.

It's a perfectly holistic, highly targeted approach to youth marketing.