MindShare has worked with OLW, a snack producer, for the past eight years. During this time, OLW has gone from number three to number one in the market place, having used TV as their main media platform. Then, the issue was raised to find a profitable second platform for OLW to be able to reach the new generation of snack eaters.MindShare came up with the idea to use the Internet as the second media platform besides TV, and to use it in a non-traditional way, the way that we believe that the Internet will be used in the future, via communities and word of mouth.MindShare suggested creating a co-operation between OLW and LunarStorm.