Did you meet the El Montereys? A traditional TV campaign introduced the family with a love of El Monterey frozen Mexican food and flair for telenovela dramatics. Internet-only storylines, behind-the-scenes footage, and blooper reels fleshed out individual characters. That’s where Bulbstorm came in.

Gamified character profiles on Facebook – including video, fan voting, and more – provided the foundation for an integrated YouTube and Facebook campaign. Fans not only consumed brand-created content. They also created their own in a Facebook contest asking fans to suggest new characters for the El Montereys universe.