Following the 2006 success of the pilot of the highly successful Gamekillers TV program, we worked with MTV to up the ante and evolve The Gamekillers into a first of it's kind brand TV series. This presented a challenge, as the client investment dictated that we evolve the show from a product-centric, Axe Dry, communication to that of a brand message. To begin with, we created a half-hour series format that tapped into the same universal truth we explored in the one-hour special. Five 30-minute episodes ran this fall on MTV, followed by a Gamekillers marathon. Gamekillers launched on September 21, 2007 to much fanfare, with lead-ins and promos appearing on TRL and MTV Overdrive, among other programs. Since the premiere, close to 8 million viewers have seen the show. This viewing time equates to over 72,000,000 thirty-second commercial views. In addition to network views, over 112,000 viewers have been online to learn more about the show, with over 80,000 watching the full 30-minute episodes online.