Our objective in designing Altoids.com was to establish it as a destination for curious and original entertainment seen nowhere else on the Web. We wanted to compel users to visit the site on a continual basis and be delighted by the content each and every time. To do so, our team proposed the creation of “The Altoids Entertainment Extravaganza & Spectacle of Curiosities,” an overarching theme and narrative that would pique curiosity, unfold over time and keep users coming back to find out what’s next.