Slim Jim's "Spicy Side" campaign gets its proper web iteration through a multi-agency effort that lets visitors create their own avatar and interact in various ways with others in a place the meat stick brand calls Spicy Town.
By first entering your name, DOB, email and then uploading and customizing a headshot, the site automatically creates a new user handle, a bizarre avatar and user profile for you prior to your falling into and wandering around random areas of the town. By using the arrow keys, one can walk, jump and pick up Slim Jims to collect points, engage with other denizens of Spicy Town by messaging and inviting them as friends or more entertainingly, pick a fight with them and begin rumbling. An index tells you which keys to press to kick, block and punch as well as use a series of special moves by different keyboard codes. And whether you win or lose, you collect more points which are tallied up and added to a giant leaderboard.
Along with the TV spots and an online store, a gallery section includes other member profiles a la MySpace and is currently totaling more than 17,500 users also discovering their spicy side.