As part of its campaign to revamp the image of the product Dan Up, Danone hired SIA Interactive to develop a Screaming Challenge. The goal was to support stores by offering consumers the chance to participate in a game with prizes for those who purchased 2 Dan Up yogurts. The campaign took place on pickup trucks parked outside stores with a loudspeaker that invited shoppers to come over and play. Seven pickup trucks decorated with brand images were used, and all were equipped with a plasma screen, audio and the hardware necessary for the Screaming Challenge.