To maximise the impact of our integrated efforts, our digital ad executions included elements from both TV and print efforts. Additionally, web ads were designed to be large and eye-catching, including homepage takeovers and rich, top-layer DHTML units. This helped our ads 'pop'–thus separating them from the content and other ads on the page. Whodunit spots also prominently featured the 'suspected' athletes, because experience has shown their effectiveness at generating response.

The Whodunit campaign drove over 475,000 users at less then $0.53 per visitor to the site — far exceeding client expectations. Product sell-through was in the double-digits for ATR, significantly above average. The client also regarded the campaign as successful from both a branding and direct results perspective.