The iDon’t campaign was the disruptive first phase in a product launch for SanDisk’s new Sansa MP3 player—a direct competitor to the iPod Nano. Conceived of to exploit a growing undercurrent of agitation against the ubiquitous iPod, iDon’t established a forum for fellow resisters to “rise up against the i-Tatorship.” The campaign used a variety of guerilla media, including a cartoon created for The Onion and the use of street teams who distributed stickers, T-shirts, postcards and wild-postings. All creative drove users to the iDon’t Web site where they could take part by downloading artwork, reading the campaign blog, and enjoying viral movies.