Our objectives were 1) to encourage online kids (a 7-11 year old advertising audience) in 11 European markets to interact with Nesquik’s brand in a way that was exciting and relevant to them, 2) increase individual online users’ time with the brand and 3) build Quicky the Bunny’s entertainment credibility. Any online format would have to work in creative overdrive to compete with the entertainment and recognition value benchmarked by Disney characters. By partnering with Disney we wanted to move beyond traditional online advertising formats and create Nesquik branded content to thrive on Disney as well as refreshing the European Nesquik site experience. For immediate impact, the Nesquik character animation was integrated into the Disney Home Pages, the first brand to achieve this endorsement. To sustain “highly valued interaction time” the campaign delivers adventurous interactive action (Quicky’s Music Maker, Trampoline and Jungle Adventure Games) that are fun and instantly accessible. Game plays averaged over 160,000 completions a month. The Checkm8 advertising execution (where Quicky breaks the screen) achieved a 38% + click through, the highest so far from the Disney home page, easily beating the 8% objective. Time spent with the brand now averages 15 minutes across Europe.