An integrated online and offline campaign developed for M&Ms Minis by Masterfoods USA's agency of record, BBDO New York, takes a print comic book ("The Swarm") drawn by Marvel Comics artists to create an interactive online experience designed to encourage targeted users - 7-14-year-old boys and girls - to spend more time with the M&Ms brand, writes ClickZ. To duplicate the comic book experience online, BBDO New York turned to 15letters, which has won acclaim for the online games it developed for an Orbitz promotion this year.

The storyline begins with a takeover of the Minis Zone section of the M&Ms site, following a swarm of M&Ms Minis wreaking havoc after they escape from their tube.