Using Google Maps technology, we created a website that allowed users to find any location on the globe and then call in Chester Cheetah to cover it in digital toilet paper. Then people could share their TP masterpiece on social media.

To drive users to the site, we used social media channels to challenge fans to specific missions (for example, find and toilet paper a fountain, find a windmill, etc.) and then offered special real-world prize packages to those who successfully completed the task.

* Average of 9 minutes spent per player on desktop

* 20% of users on desktop shared it (industry benchmark is 4%)

* Over 146 million feet of virtual toilet paper dropped

* 8-1/2 times sales increase from previous Halloween season

* 226 million impressions