The Makeartpop.ca website invited users to express their creativity in a way that reflected the fun, "refreshingly round" personality of the product. On the site, users created fresco-like images by popping virtual pieces of gum out of their packages (in the same way artists created real frescos displayed in subway stations and in TV spots). Users could share their work, cast votes for the top 12, and keep a list of their favourites. The site produced material such as video-documentaries on the fresco creative process, user-generated art as interactive ad banners and viral “Send to a friend for your chance to be in the top 12” (The 12 pack)