United Biscuits is going online with McVitie’s Minis with a digital sales promotion campaign aimed at driving engagement and trial.

Aimed at families, the campaign supports Publicis’ TV ad which positions McVitie’s Minis as the modern, convenient biscuit range that’s ‘Perfect for When You’re Out and About.’

United Biscuits digital agency, InboxDMG has created a dynamic, interactive online ad campaign that will drive mums to a MSN hub, http://events.uk.msn.com/mcvities-minis, which engages them with the McVitie’s Minis range brand through content - including an activity planner to find inspiration for days out and fun trips to enjoy with their children; as well as introducing the product range and driving trial with a 30p money off coupon. InboxDMG will also manage the voucher offer.

MEC Interaction planned and bought the campaign and recommended MSN as the preferred partner.

Inspired by the TV ad creative, and incorporating the McVitie’s Minis packaging, the ads, which will run on Channel 4, ITV, Multimap, News Interational, iVillage, GMTV and Facebook; including leader boards, MPUS and skyscrapers. Each format features two calls to action - to visit the MSN hub and to visit the hub to get the 30p MONP voucher.

In addition, the agency produced rich media versions of the ads with a leaderboard featuring a game where the user rolls over the banner to see McVitie’s Minis falling down and their task is to catch them in the packet, and a skyscraper version where they can use their mouse to activate a cascade of chocolate down onto a naked McVitie’s Minis biscuit. A rich media MPU features the flying wheat from the TV ad and the user can fly him around through different scenes using their mouse.

Kate Brown, Brand Manager, McVitie's Minis, comments on the campaign, "This is our first online presence for the brand. The campaign perfectly complements the above-the-line creative to show our target audience that McVitie’s Minis are the modern, convenient way of eating biscuits, engaging them with the brand through relevant content and interactive media and giving them an incentive to try them for themselves."