The site was commissioned by creative agency ElectricCake, part of Cake Media, and created by digital agency Kerb. It contains links to broadband-friendly sites such as Lycos Viral Chart and online entertainment site Eatmail TV (www.eatmail.tv).
Visitors also receive information about broadband and the chance to play the Hogs Angels game. The site was driven by BT's PR department.
"We wanted to bring broadband to life and make it relevant for the 18 to 34-year-olds who spend a lot of time online," said Damian Peachey, head of PR for BT's consumer division. "We wanted to find a way of engaging them while using the collateral from the 'Broadband has landed' campaign."
In the game, players navigate the BT Broadband pipe as one of the two pigs, Streaky and Smokey, to collect digital products, from Word documents to MP3 files. Larger files slow the bike down unless it has picked up a BT Broadband symbol.
"We keep hearing that broadband is about speed, but if you haven't experienced it before, it's hard to get that message across," said Peachey.
The microsite was promoted by ElectricCake via email lists, including aList London. The site has a 'send to a friend' button.
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