The 4 page unit, shows celebrities playing each other over Xbox Live across time zones. This shows casual gamers that they could be playing celebrities online and not know it. This was a slam dunk for enforcing the Xbox campaign message – “Sociability” and reiterating the tag line “It’s good to play together.”

For the cost of the ad pages and a minimal production fee, Xbox Live used pop culture icons to promote product. The celebrity participants reciprocally promoted themselves and gave their time willingly to Xbox/Rolling Stone. This program helped Xbox Live grow subscribers by 60%.