With a library of more than 400,000 titles, Sony stood out in front in the field of MP-3 players. But how to break through the iron clutches of iTunes? McCann Erickson, Sony’s agency of record and Zentropy Partners’ parent company, enlisted ZP for help in creating a web presence that would shake things up. We did more than that, with online games (Name it. Claim it.), concert posters and online marketing. Sony even liked the ZP work so much that they chose our stuff over the parent agency. We pissed off McCann – but put a feather in our own cap.