When Sean Malto was touring across Canada and the USA, we were approached to help create an online community to document the tour and to feature all of his upcoming appearances. This site created a centralized online community generating conversations of the tour between users and Gatorade. The site uploaded information of the tour as well as fun, interactive recordings of fan reactions on tour. Part of the online community experience was the opportunity for fans to post, comment and interact with each other, thus generating great buzz for the tour.