When we put college kids and telephones together it naturally led us to one thing. A sex line for Pop-Tarts, 1-866 XXX Tarts. It seemed a natural fit for both the medium and the target. Kids could call in and hear goofy, sexy messages from assorted Pop Tarts flavors. It also allowed us to spend more time with kids than we could with more traditional TV, print, etc.

There were so many calls they had to take the line down in a week. Now that’s results.