FCB - Foote, Cone & Belding - Brief Article

Brandweek, June 18, 2001 by Daniel Frankel

Those who logged onto the site (in addition to answering the questions and entering the contest) were required to enter their name and e-mail address, and they were given the option of requesting more information about Twister. Fifty percent of those who entered the contest did just that.

The success of the campaign has both FCB and Tropicana building a similar strategy into other media plans in the future.

"I don't think it's something we try to force into everything we do," Chang says of the Internet. "But it is a great tool if it's used correctly, and you figure out what the right application for it is."