We brought each flavor (Hot Wings and Blue Cheese) to life as opposing characters (A Cowboy and A Frenchman) who represented two flavors at odds with the other.Consumers joined the battle between the flavors through television, online media on major teen sights, opposing Facebook groups and North America’s first interactive digital projection billboard that allowed passers-by to call the shots using their mobile phone.The desired outcome was increased trial and awareness numbers as well as increased purchase frequency.