Our bull’s eye was young adult males, since they dominate the world of fantasy sports online. During fantasy football season young adults spend significant time talking smack offline, in email and on message boards. McDonald’s saw an opportunity to enable this rapidly growing audience, creating a unique experience for fantasy enthusiasts to talk smack in a format richer than mere text emails and message boards. Smack Talk was integrated into CBS Sportsline’s message board to further enable these exchanges in the fantasy environment.