After launching dnL regionally in 2002, we were tasked with introducing the soda’s messaging, Flip It, nationally. The programme had to contain an element of discovery (or “flipping it”), be ownable in the category and include a viral component. With a limited budget in a crowded category, we created a unique interactive campaign that integrated dnL’s Flip It message throughout various passion points of its P12-24 target, including: -EZDJ: dnL branded create-your-own music application that lives on top gaming site, shockwave.com. Supported through co-branded (dnL & EZ-DJ) units running throughout shockwave. Units include pre-play movies, dedicated newsletters, featured content areas on shockwave homepage. -SSX3: dnL integration into a vastly popular snowboarding video game franchise. Supported with high-impact ad unit placement on EA.com pre and post launch that integrated the brand’s loyalty program. -Shared Games on AOL Instant Messenger (AIM): dnL branded multiplayer games (checkers and reversi) that live on AIM platform to allow for unprecedented viral pass-along and time spent with the brand message. First-ever sponsored games within AIM are currently promoted through targeted media units throughout AOL properties.