Snicker’s Instantdef.com was developed as an "underground" online destination to create an immersive brand experience tied to the hip hop music scene. InstantDef featured the Black Eyed Peas in a comic book fantasy world where hip hop is being menaced by the evils of corporate greed. With hip-hop under siege, unlikely heroes rose to be the activists of old school. Teens and youth from around the world engaged regularly with the Snicker’s brand through visiting the site repeatedly to view the five DVD-like quality 'webisodes'.