Nestle Billabong recognized an opportunity to move away from its ‘kiddy’ ice cream label and re-position itself with a more ‘adult’ attitude in order to steal a larger share of the teen market.

MySpace was the answer in delivering a campaign targeting this audience.STICK’S story unfolded through weekly minisodes with cliff-hanger endings delivered directly to the MySpace audience.MySpace calls itself ‘a place for friends’ and STICK proved it with 19,965 friends in 7 weeks. STICK received an unprecedented 168,474 profile views and 84,566 video views.This positioned it as the most successful corporate MySpace page in Australia.