This campaign drove awareness and adoption of MSN Messenger among a young, wired audience. Standard ad placements used in surprising ways grabbed viewers' attention and earned as much as .41% click-through rate. T3's Cross-talk technology allowed standard ad placements on the same page to work together as one unit, showing MSN characters "chatting" across the page. Maximizing engagement times was also a key campaign goal. Immersive units created deep environments for the viewer to explore, maximizing brand interaction and retention. All of this was accomplished within standard unit specifications without the additional cost or complexity of special technology. This allowed the campaign to reach across a very broad base of properties.