The key product differentiator for Honeycomb cereal was that it had the largest cereal piece available, inspiring their slogan, "Big mouths wanted." In a brainstorm to come up with a compelling online extension for this campaign I posed the question, "What if you had a user manual for your big mouth." This idea resulted in this unique spin on virtual pets.
Once on Postopia, with a code from a box of Honeycomb, kids could "adopt" a Big Mouth pet. By playing mini-games and taking care of their Big Mouth, they earn points to spend on custom accessories. The game quickly became the most popular experience on Postopia, with kids collectively spending over a hundred years a month on the site.
Below are two banner executions that drove remarkable click-through rates, and screenshots of the game itself.
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