"Proximity Canada and Firstborn launched this massive online initiative for the M&M's 2009 Join the Hunt campaign. The promotion invites consumers to find and collect PIN codes hidden online and inside marked packages of these speck-tacular eggs. Initially the Web site was to exist as a means for users to create a profile and track their point totals. While the key purpose of this campaign was to drive physical package sales, we felt strongly that the online presence should draw the user deeper into the experience—that the hunt should expand beyond in-pack PINs and literally create an egg hunt across the Web. In addition to creating the site, we developed four interactive games and proposed the idea of purchasing external domain names for mini Web sites with even more hidden eggs. This strategy allowed the user to interact more intimately with the brand."