Our superhero story started by building buzz, by engaging influential bloggers from the start. Teaser e-mails ignited interest, and after receiving their “Superhero Survival Kit” (NPD samples and superhero essentials) feedback was both instantaneous and positive.We got our consumers straight into the action, kick-started by a UK media first on YouTube. A 24-hour interactive masthead enabled users to turn their own photos into comic style images, with which they could gain their own fame by submitting to a live gallery streamed into our ad unit. A Facebook 'comic yourself' app enabled people to create comic book stories about themselves and share with friends.A four-page editorial piece in Metro reached 3 million commuters, driving them online to find out more. At launch, TV activity was heavy weight and high impact including not one, but two X-Factor spots, reaching 46% of our audience within 3 days.

The NPD smashed into 380,000 households, crunching our target by more than 10%. Both brands saw massive sales, and shook up their categories; Max increased by 41%, Doritos by 16%.YouTube alone generated 12m impressions, 40,000 clicks and 11,000 photo uploads. Interaction was 4 times greater than benchmarks and incredibly, the takeover accounted for almost all traffic to the comic on day one. Combined with Facebook it generated 70% of total campaign click-throughs.The Facebook app generated 25,000 views and blogger feedback was 100% positive with an estimated reach of 262,000.A heroic performance!