Designed to fit within a larger campaign, bugsrock.ca was developed to show how interesting and exciting bugs at the Toronto Zoo’s Bugzibitz II event are. It featured a video documenting the journey of a Madagascar Hissing Cockroach from his homeland to the zoo, a music video that his band created specifically for the event, an interactive guestbook that documented the campaign’s spread, and more. In the five-week period following its launch, the website received over 71,000 hits with visitors spending an average of 1 minute and 42 seconds on the site. Zoo attendance for the exhibit increased by 6.5% over the previous year.