We created a scenario where Crafty Croc steals Coco Monkey's secret store of Coco Pops, changes the cereal packaging (for a limited time only) to 'Croco' Pops, and disrupts the Coco Pops website. We invited kids to help Coco and his gang find their missing cereal and then locate/defeat Crafty Croc on the website. We did this by overhauling the site home page and navigation, as well as adding new games and functionality to reflect the Crafty Croc scenario (e.g. a password-protected game area - password only available in TV spots). Crafty Croc is defeated in the end.

An average of 1,200 visitors visited the site per day - with the daily average over 2,700 in June. An increase of over 100%.Over 83,000 unique visitors spent an amazing 23½ minutes on the site. A 29% increase over 2001. We also saw an increase in return visitors to the site of 501%.www.cocopops.co.uk is now the third largest food and drink site in the UK.Coco Pops enjoyed a 13% increase in value share over last year. In June alone, sales of Coco Pops were up 26%. (Source: IRI).And finally, Coco the Monkey is now as well liked as Tony the Tiger (Source: Millward Brown brand tracking study).