When it comes to accessing information on the latest trends and news, the Internet is one of the top choices for North Americans. For teens in particular, the computer is the "centre of their entertainment universe." (Van Den Boek, Strategy Media News, 2003). Generally speaking, surfers looking to be entertained are not easily impressed, though their discriminating eyes can be some of the most appreciative when it comes to quality and creativity.

Online success in sports and entertainment requires a different mindset - something that starts with old and familiar elements and transforms them into something new and fresh and fundamentally unique. We're not talking about the Sports Illustrated or Warner Bros. sites here, but destinations designed purely for the fans - The Roots: PHRENOLOGY and Marshall Faulk.com - exciting, subculture innovations to which conventional rules do not apply. With designs best described as avant-garde, UIM has the talent and experience to create destinations that build hype, cultivate loyalty, promote sales and most importantly, electrify the fans.

Furthermore, the marketing aspects of these projects also play an important role in the overall success:

• Brand interpretation and reiteration
• Viral marketing features and techniques
• Site stickiness
• Imagination captivation (understanding common motivations and behaviour)

Our approach to generating hype online is not unlike what we do in other industry segments. UIM's award-winning work is a result of our affinity for design, as well as a reflection of our commitment to the needs of the end user.