Nintendo revolutionised the gaming market when they created the Wii console. To support this new system, they needed a revolutionary way to launch and educate online users on how Wii was for everyone. Nintendo created a parallel between the Wii core product proposition and the definition of the word 'We', by sponsoring the term 'We' across the Internet using Vibrant In-Text Advertising. When users moused over the word 'We' they were shown a user-initiated video ad highlighting the universal appeal and intuitive game-play that Wii delivers to everyone in the family.