Safeway is always looking for ways to provide added value and create engagement with consumers. During the grilling season, we created a microsite that featured a variety of recipes, grilling tips and we also created this game, "Flipping Out." In this game, you are the Grillmaster and your job is to serve the appropriate meal (hamburgers or hotdogs) to the right individuals. Safeway Select products would appear occasionally. If you clicked on one of them you would get time taken off your total so you could get a better score. The game could be shared with friends, and there were links to grilling recipes and tips. Over 30,000 people played the game.