Crazygoodsecret.com was built as a separate site from poptarts.com, exclusively for Tweens in-the-know. This site was not communicated to the general public, but extended the creative of our mainstream "Crazy Good" campaign. Housing unique videos and comics exclusive to crazygoodsecret.com, Pop-Tarts loyalists could spread the word by sending content and the site password to friends. Users that further spread word of the site would gain access to exclusive information.

This programme took a brand with very high awareness/high purchase intent, and developed a successful destination that created a deeper experience for the consumer. In two months, the campaign had over 400,000 downloads of the IMV, connected with over 80,000 Bolt.com users through the custom email, and drove over 40,000 loyal consumers to the site.