I got sidetracked after reading the Wired article about the "death of the web".Their article seems to have ignited the blogosphere on the [dead] web using only a few colourful graphs - despite a complete lack of supporting data. Everyone knows the web died ages ago, along with just about everything else.

After learning the article was complete bunk, my eyes wandered across the screen and I couldn’t help but notice a tantalizing leaderboard for the far more interesting-looking ad for Battle of the Cheetos. I clicked. I was taken here: http://www.battleofthecheetos.com

I discovered this rather fantastic branded game for that unnaturally orange and lumpy cheese flavoured snack, Cheetos. It was created by Goodby, Silversten & Partners (likely with support from a techncial partner or platform, given the level of technical know-how we can fathom behind the scenes).

It’s addictive, social (allowing you to battle your Cheetos army against others' in real time) and it's bang on brand - right down to the big mutant Cheetos with a club (there's always one in a pack).

Dead Cheetos explode in that authentic Cheetos dust that soaks your fingers orange. Your Cheetos cavalry are made soggy by a rogue Cheeto soldier brandishing a water cannon with murderous intent. You'll never eat Cheetos again without thinking of the everyday battle that goes on in their packet.

Deservedly it earned an FWA: http://www.thefwa.com/site/battle-of-the-cheetos.

Now THAT'S how you sell chips online  [munch, munch].