Synopsis: Two animated characters go to outrageous lengths to satisfy their love of music.Objectives: Position Windows Media Player 10 as the gateway to a richer digital media experience.Target Group: Digital Media Enthusiasts aged 29-35+ who listen to music on their PC, are heavy users of portable media devices, and are more likely to download songs from online music services.

The media environments, which themselves provided access to a variety of premium content, enhanced the message that WMP provided the robust digital media experience that the target craves. Streaming video, multi unit roadblocks, and over-the-page ad units all grabbed the target audience through their PC monitors. 100% ownership of the media environments cemented Windows Media Player's association with the bootlegs and allowed for delivery of multiple creative executions and messages.

The campaign drove over 800,000 downloads of Windows Media Player. Campaign cost per click was 47% lower than projected. The overall campaign clickthrough rate was 1.17%, nearly double the current industry average.