The Sony brand, which has high consumer awareness historically, needed to extend into the Internet space in a manner that fit with the company's new consumer segmentation approach. It had to be relevant and meaningful to consumers at the same time. The Internet campaign was designed to bring lifestyle content from Sony directly to users by integrating seamlessly into partner websites.It was the job of the media team to identify the partners that made the most sense demographically, psychographically and editorially for the program. We had to take the promise of the idea and make it come to life with key partners.