In 2001, the Lunchables offline kids communication plan expanded to include print, stadium signage and cinema advertising, making it clear that the site needed to be re-vamped in order to send an integrated message to consumers. The star if the new offline kids advertising, "Dillon," therefore led the way in achieving integration across all communications mediums. Business objectives included successfully launching a new product, while communication objectives focus on the idea that kids have the most fun when they are in control. To meet these objectives, interactive features that create an element of "stickiness" were added to the site. These features include a variety of new games and activities that feature the product. An online sampling program was also implemented in order to create excitement around the launch of Lunchables fun snacks. While page views averaged around 50,000 per month in 2000, in 2001 the lunchables.com site has seen traffic skyrocket to over one million page views in both Febraury and March. Oscar Mayer Lunchables target kids ages 6-12, with a bulls-eye target of boys age 10.