Aldi (grocery store chain) conducted a study. Most parents blame online games for distracting their children and 38% of children in England skip family dinners because of games. And offered their solution to this problem by running a service called Teatime Takedown. Its essence lies in the fact that parents can influence the game of their child by contacting professional players through this online service. They can join the game and force the child to finish it, “killing” his virtual character. In order to reach out to their parents, they use mass means of promotion: radio format, outdoor advertising, mini online film and messages on checks in their stores. Parents just need to go through Facebook, enter the ID from the child’s game and the required date. And dinner with the full family is provided.