To increase purchase frequency, we were challenged to make the tube packaging more appealing. Hmm, we thought. Let’s wrap the tubes with killer artwork and make them collectable. We’ll create a custom comic book featuring the M&M’S MINIS, and collaborate with Marvel to crank out this outrageous comic! Then, we’ll design an animated, interactive version of the comic and put it online. Let’s have the tubes themselves serve as ads, featuring Marvel’s artwork and secret codes that unlock mystery prizes online. And we’ll intertwine each segment of the project to offer multiple entry points into the MINIS experience.

Web awards:•Brand Candy, Site of the Day – 11/17/05•ClickZ News, Featured Article – 11/21/05 •TAXI Design Network, Website of the Day – 11/20/05 •GamOngirlS, “Best Of” Sites – 11/28/05 •Internet TINY Awards, Site of the Week – 12/15/05 Cybercomic performance (as of 4/13/06): •Total visitors: 191,710•Unique visitors: 117,894•Total story views: 292,000 •38% of visitors revisited siteSales Performance (as of February 26, 2006):•Up 13% in last 12 weeks (30% in last 4 weeks)•Up 26% in convenience stores (49% in last 4 weeks)