For the pre-launch of Sony PlayStation Network Gaming, TBWA\Interaction Company developed an online banner campaign that ran in The Netherlands and Belgium. Main target group: male broadband users in the age of 10-35. Objectives: create awareness, collect email addresses, establish viral marketing. Since broadband users are becoming less sensitive to standard banners, an eye-catching concept was developed: a combination of inter-related multiple banners on one site page, containing streaming video, sound and ultimately the display of a minisite within the ad. 33% of the people seeing the banner moved their mouse towards it, resulting in the display of the minisite.