To increase awareness and create a buzz in the Linux community before the official launch of the campaign, we created a series of rich media teaser banners. Objectives: our integrated marketing objective was to communiate the basic message in a grass roots manner through the Peace Love Linux icons. We wanted to take the online experience a step further by allowing our audience to interact with the icons in a way that embodied the essence of the Linux movement: Creative, innovative and fun. "Define the Movement" uses Flash technology to present users with a trio of icons. Clicking on each icon spawns a growing link of associated words that users can explore in a round robin way, as sequences of words eventually lead into the next icon in the series. The result is a compelling experience that allows the audience to interact directly with our messaging and which also extends the life of the iconography. Target Groups: Our audience is the Linux community. This breaks down into two groups: Primary: Coders, techies, hands-on IT and engineering. Secondary: The influencers. Part IT, part netgen, executives, which can also be descirbed as young entrepreneurial technocrats.