"Atlas Shrugged," Ayn Rand's magnum opus on rugged individualism, was repositioned as a timeless classic to a younger audience with a website design of global significance. Users were immersed to its philosophical content with the help of an animated globe made up of thought-provoking topics. Selecting each one produced a different quote from the book. Other site features included an interactive timeline of Ayn Rand's life, community rooms for sharing ideas and viewing video interviews of Ms. Rand. Traffic was driven to the site through emails, Facebook postings, a YouTube channel and digital advertising. In addition, a contest invited online activists to write, produce and upload videos correlating ideas in the book to relevant events of today.