A teen's world is built around things that they think are cool. The team's goal was to use pop culture to deliver our Snak-Stix message and bring the teen experience to life. The team's solution was to build a forum to provide teen afternoon snacking opportunities and coincide with the autumn back-to-school Snak-Stix relaunch.

The New! Pop-Tarts Snak-Stix Top Ten American Idols Live! Tour was built to take place on weekdays after school – perfect for afternoon snacking occasions. We integrated the Snak-Stix tagline 'Break into Something Good' into all tour elements to create synergy with brand advertising and build a link with the way that American Idol is in the business of 'breaking in hot new talent'.

Tour elements included: Presenting sponsorship designation, TV, radio, print, online, on-site signage, sampling, experiential games, Snak-Stix-branded tour programme, in-show integration, tickets and more!