The programme leveraged the Ms Pink storyline through a completely integrated programme consisting of seven original live action :30 spots - developed by the Family Channel - hosted by a kids news anchor who reported on the promotion while driving kids to the microsite. The microsite (www.voteblue.ca) included the voting mechanism, the contest page, weekly blogs, "send to a friend" viral component and several great games using the Rice Krispies Pink vs Blue boxes.

By choosing the right partner and keeping the message fresh, kids were engaged by the "Ms Pink" programme. The site drove over 250,000 UV while the online voting topped 2.2 million by the end of the program. The UV and voting numbers were in excess of 10 times expections-a participation level that may well be a media first.