Taste the flavour! Altoids challenged us to drive consumers onto their website for sales in a time before social media even existed! So imagine, how did we get people onto a website to buy mints? Simple. The Altoids Entertainment Extravaganza and Spectacle of Curiosities—a digitally produced vaudeville show—featured real song and dance numbers, interactive games, and much, much more. Our creative strategy required that we premier new content each month for 14 months to give fans an interactive reason to visit and purchase on a weekly and monthly basis. Our campaign won the distinguished Webby Award and International Bronze Andy in 2007, beating Burger King in the food and beverage category.