McCoy's

Part of a campaign aimed primarily at students during Fresher Week, the site was designed to reinforce McCoy's positioning as the lads' crisps.

The theme behind the site was beer trophies - those mementoes of a big night out that students seem to love.

Visitors to the site could enter their anecdotes with the best anecdotes being published and entered into a final competition.

Viral elements to support a heavy PR push included a competition to win a holiday for you and your mates.

The site was supported by PR activity in magazines such as FHM and Loaded, a DHTML banner campaign on NME, Student Brand Manager Activity and a fly poster campaign.