Carat made Twister attractive to a new female audience, by giving them unprecedented access to exclusive new Big Brother content - The Twister Diaries. 

Our objective - Sell more Twisters, through broadening Twister's appeal to young women.

Our idea - Provide a truly integrated brand/product association as part of the Big Brother content. Viewers were encouraged to buy a Twister to obtain the access code needed to access exclusive Twister Diary content on the Big Brother website.

The results - More than 75,000 entries were received and our in-program content returned tremendous value estimated at over $4.8 mil.

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