The campaign, created by digital agency InboxDMG, supports the Publicis TV ad for McVitie's Minis, which features the strapline "Perfect for when you're out and about".
McVitie's Minis are miniature versions of the most popular McVitie's biscuits, including chocolate digestives and chocolate Hobnobs.
Inspired by the TV ad creative, and incorporating the McVitie's Minis packaging, the online ads include leader boards, MPUS and skyscrapers.
Aimed at families, the online campaign seeks to drive users to an MSN microsite, which features a 30p money-off coupon, as well as an activity planner for family days out.
MEC Interaction planned and bought the campaign and recommended MSN as the preferred partner.
Kate Brown, brand manager of McVitie's Minis, said: "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."
The online campaign goes live on May 5.
.jpg)
.jpg)