The objective of the web ad was to create hype around the spot that would lead to awareness of the new boot and top of mind awareness of the Terra Boots brand name. The target was men 18-45 in the trades. They are unsophisticated with a high school and trade education and they use the web. Awarenss for the web ad was made through outdoor and web links from sports websites. As well, specialty retailers were given CDROM copies of the web spot to hand out to the target. The campaign received national news coverage and the web ad has received wide coverage on the net. The boot is now surpassing its sales objectives.