Strategy.
As an accompaniment to the offline campaign, users were able to determine the TV advert's next steps by uploading pictures and adding to them editable speech bubbles and special effects, thus providing the story with a new ending. The results were personal comic strips that extended the advert's story line. A voting system then let users rate the stories and select their favourite comics.
Realisation.
What made the site distinct was its ability to automatically transform images into the black-and-white style specific to the TV advert, which lent the website its consistent look. Also offered were further features such as e-cards, downloads and product information. Users could participate in a prize draw for, among other things, a weekend in London or an iPod. In addition, the best comics were published in a coffee-table-style book.
