Our task was to deliver brand 'fans', loyal to the product over a whole year. A major challenge with the target of 18-24 year-old males is they're very active online, but very 'world weary' about the web offerings of corporations in 'loud' sales promotions. The strategy was to get our audience actively seeking out and interacting with the MARS brand regularly by delivering involving, addictive games that anyone can play without having to purchase a MARS product. In addition to the entertainment provided by games, point-based loyalty programmes, rewarding product purchase, ensure constant website traffic flows and an ongoing direct driver to purchase.