We posted a 'leaked level' of a game - Black Ops: Sniper Alley - that we created from scratch, onto targeted gaming sites around the launch of Call of Duty: Ghost. The game began as usual, however, once the gamer's soldier was shot in play he was not reincarnated as you would usually expect, but stayed dead. A message then came onto the screen and read: "For the 25 million soldiers who died in World War II, there were no second chances." Players were then linked directly to our website, onto the WWII page.

Instead of the traditional 1-2% expected, the pre-roll ads on eNCA achieved an almost unprecedented click through rate of 13.6%. Similarly, the amount of unique visitors to the site trebled in just two weeks. Showing that, by targeting this dedicated group of people using their language, in their forum, we were able to show a highly captive audience a new side to history.