The key product differentiator for Honeycomb cereal was that it had the largest cereal piece available, resulting in 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 thinking led directly to the concept for this unique spin on virtual pets.
Once on Postopia, with a code from a box of Honeycomb, kids could "adopt" a big mouth pet. Then by playing minigames 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 spending millions of hours a month on the game.
Below are screenshots from the game and two banner executions we developed for the game.