Sega wanted to launch The Club in the Netherlands. The Club is a unique video game that is a combination of FPS (First Person Shooter) and Arcade Racer. The sales launch was aimed at heavy gamers - a tight-knit community that has its own views and opinions which are expressed in online forums. QNH Interactive proposed a concept based on the idea of a traditional activation campaign incited by social media.

The activation campaign ran a competition in which gamers stood a chance of winning prizes based on their score in demo environments of The Club. The rationale behind this was that gamers are far more likely to buy a game if they have tried it. The campaign was supported by a campaign website (www.be-reckless.nl).

Incitement by social media was initiated by placing a - so-called ‘found' - video on YouTube. The video shows a self-filming teenager who has received a strange invitation to come to ‘The Club' on a Saturday. He has no idea what The Club is, but goes - video camera in hand - to find out. It turns out that he has been recruited by The Club to fight for the organisation. He warns viewers about this by leaving a card with the URL of the campaign website (www.be-reckless.nl).