Ninja Underground Kawasaki launched an unprecedented online experience for the Ninja enthusiast and hired Blue C to get the word out. As we were immersed in the Ninja Brand, connecting with the target in the language they speak, we developed a website launch promotion for www.ninjaunderground.com to be distributed in Ninja dealerships nationwide. But how do you create a buzz around the launch of another website? We treated it as a major motion picture. We had the Kawasaki's star racers and stunters front and center. Big, bold and powerful imagery delivers the message that this is no normal website. It's a whole new experience.