The World of Warcraft is hugely popular, with over 10 million players worldwide. Its players are active in the larger online community as well. Knowing this, we created a video and posted it on YouTube, gaining over a million hits in the first weekend. We kept the content authentic and funny, and avoided marketing clichés by leaving it unbranded. The descriptors and tags were targeted but appropriately youthful and vague. The result is reaching 4 million hits, countless re-postings and several hundred blogs and sites discussing and writing about the Truck Summoner.