"In the highly competitive gaming console market, our objective was to drive sales and advocacy for the PlayStation 4. Our target market was gaming connoisseurs who owned a competitive console or the previous generation PS3. They consider themselves leaders and experts of gaming and desire the best gaming experiences. We wanted to feature their favorite games; however, we needed to integrate the gamers into this storyline. Our insight: since gamers are known for placing such a high value on their achievements in the games they play, we made a website where people could celebrate their own gaming greatness in the same way that the greatest men and women in history were celebrated—through paint and canvas."