Dibs is a really cool snack. They're bite-sized ice cream nuggets coated in chocolate. And they're delicious. Really delicious. Don't sit down to watch TV with a whole tub.

Nestle research had indicated that Dibs was not popular with the teen crowd, who snacks continuously. So we partnered with MTV to develop the Dibs Bite Sized Film Fest - a program that asked consumers to make their own bite-sized films about how much fun it was to snack on Dibs.

We got almost 1,000 submissions. And the winning idea rivaled many that I've seen from traditional ad agencies. The winners got some money, and saw their idea aired during the MTV Movie Awards. And the clients saw a pretty good lift in brand equity scores.