"Oftentimes, ad agencies sell sports products by focusing on the people who use them. In this case, however, we created the antithesis of the big sports fan—a girl named Kathi who not only didn't have a clue about sports but was openly antagonistic toward ESPN.com because they'd taken all the male customers who once visited her voyeuristic Kathicam.com site. The best part of this multimedia campaign came when we created an actual Kathicam.com Web site which was featured in the commercials but never pushed overtly. It became a huge viral success with 1.4 million people clicking onto the site and 54 thousand of those linking from there on to ESPN.com."