What better place than the very viral web to generate excitement and interest surrounding a mysterious new product launch? Our mission was to exploit the digital space to spread the buzz of the new Mountain Dew product - "Code Red". We pursued a phased approach where in the beginning the user knew only that "Code Red" was coming, but no mention of Mountain Dew. The consumer would be "teased" over the four week campaign with this innocuous but clearly branded "Code Red." To break interest, "Code Red" and Mountain Dew messaging was introduced through online media. Keeping with the intrigue, the user initially landed on a jump page identified only by a mysterious IP address. In later phases, they were directed to a MD. "Code Red" jump page which now lives as a sitelet within MountainDew.com. Remaining true to the guerilla/grass roots feel, media placements were non-traditional buttons heavily concentrated in areas that the target audience would continue to visit over the course of the campaign. The final flight of media buttons introduces consumers to the "Mission Code Red" game contest. The game tracked player scores for three weeks keeping their highest score. The top 1000 score winners received a pre-shipment of Code Red product (16 20-oz. bottles). In three weeks 27,225 people played the Mission Code Red game and overall there were 326,123 page views to the Code Red section of the Mountain Dew website.