The ‘Flirt & Score with Doritos’ campaign offers a Dutch target group (15-24) the possibility to flirt with, and search for, each other on a community website. If a ‘love match’ is made between two users, a virtual baby (an Eccky) is born which has to be raised in six days. The Eccky game then offers a compelling and interactive brand experience using MSN Messenger, a website and the mobile phone as instruments.In the first three weeks (eight more to go) 3,000,000 page views were generated by 80,000 visitors per day, resulting in 60,000 active users making 20,000 virtual babies (Ecckies).