At the centre of the online concept is the fictional village of Grindafordhurdhur. Deepening and expanding on the story of the TV commercial, the new website presents exclusive content in the form of a “User Generated Content” competition, a "Freshness" game, Village Blog, an e-card where users can upload their own portraits as well as PC and mobile goodies.

Objective: Establish the new campaign on the internet AS an international platform for countries wishing to mesh the global campaign site with their own, as well as generating Generate long term brand involvement.Target Group14 to 29-year-olds, both male and female.