Unlike last year, in which we didn't have the luxury of having official creative provided in time, we finally had something tangible to work with and mold instead of having to design a site that was both award-worthy and generic enough so as to not clash with the eventual official art for the pay-per-view event. As a result, the concept was simple: take the old school grungy style of the original print creative and digitally embellish upon it. However, on the business side was where we had our greatest challenge. Originally intended as a sponsor-integrated website devoid of traditional IAB ad units, we were once again met with the hurdle of having to design something that was both engaging and yet satisfied our business requirements. The idea of selling the microsite as a premium sponsored product was put on hold so we were reduced to selling impressions again. Dismayed but not disheartened, I came up with a strategy that would still provide us with a solution that could produce the amount of impressions promised by our sales team and still create an rich media experience in Flash. I did not want to create another portal-style microsite like WrestleMania25.com where the user experience was highly compromised for the sake of delivering page views and ad impressions. I did not want to see our concepts, designs and motion-tests go to waste. Therefore, I found a solution to this predicament by piggy-backing on the ad-refresh javascript code used in our photo gallery pages and applied it to the microsite. Using this method, we were able to keep most of the deep links and content (including the photo gallery) inside of the site itself. It was a great success and we hope to apply this method going forward.