Applejacks.com is a dynamic site where visitors and registered 'Agents' can participate in an ongoing search for clues to help solve a crime committed against Kellogg’s Apple Jacks cereal. Someone has put actual jack shapes in Apple Jacks, and kids are outraged because Apple Jacks aren’t supposed to make sense. Our challenge? Turn the 'who changed the Jacks' concept into an online phenomenon among tweens. We created an interactive community that brings a traditionally low-involvement product into kid’s lives. Applejacks.com is the hub that seamlessly integrates the website and online media with other campaign elements produced by additional Kellogg partners.