The site supported both on and offline campaign activity for Maxibon, making full use of word of mouth, viral marketing, partnerships, roadshows and PR to increase awareness and reach. The Maxibon Challenge is the main content driver. This takes the form of a challenge Road Show that will tour key events, music festivals, pop concerts, shopping malls and challenge people to eat the ice cream in under 15 seconds.This amusing and competitive experience was reflected online, where the user could also play the Maxibon challenge.The main emphasis was on the game 'The Maxibon challenge', where the user must bite, chew and swallow their way through a Maxibon ice cream with £400 of game vouchers up for grabs to the fastest eater. Timing and speed were key skills and the user is rated anywhere from a "loser" to a "legend" depending on their keyboard prowess. This game can be played either online or downloaded.