Nintendogs is like having your own puppy inside your Nintendo DS. You can feed it, take it for walks, play with it and go out and meet friends. The online campaign was part of an integrated campaign and the banners were based on the print creatives, showcasing the three main features of Nintendogs. Rich media overlays in the shape of a puppy book then described the main features of the game.

The second wave of the campaign promoted the launch of the Dalmatian edition of the game with a combination of banners and overlays as well as a MSN messenger skin.

First phase:

• Target audience: Kids 10-15, boys and girls
• Sites: Habbo Hotel, Yahoo, Neopets, Channel 4, Subit, Girland (booked by Starcom)
• Creative Formats: Overlays, banners and skyscrapers
  
  Results:
  
  
• 6,831,162 impressions delivered
• 100,098 clicks achieved
• Average CTR 1.74%
• The best performing sites: Neopets 7.33% CTR and Habbo Hotel 6.05% for the overlays (industry average of 2%)

Second phase:

• Target audience: Teenage girls
• Sites: Kids and teenage sites, celebrity and entertainment sites like Getlippy.com and Mykindaplace.com (booked by Starcom)
• Creative Formats: Overlays, banners and skyscrapers as well as editorial features, page skins and an MSN Messenger skin.
  
  Results:
  
  
• Awaiting final results