We created an online competition for Nintendo’s animation application, Flipnote Studio, inviting people to create their own monsters and submit them using their Nintendo DSi.

The competition was judged by illustrator Andrew Rae, and winning monsters were featured in a knock-down drag-out battle animation that appeared on the Nintendo Channel, the Nintendo website and YouTube.

We had nearly 8,000 competition entries, and hundreds of gaming sites and animation blogs talked about the competition. All within three weeks when the campaign launched.