Figuring out what to make for dinner, just got even easier. NBC Universal's new DinnerTool.com takes ingredients you already have on hand and generates tons of new recipes. User's were encouraged to open up their pantry's potential by visiting our microsite. The site featured:

+ Info on the features of DinnerTool.com, with simple animations that help users get familiar with DinnerTool before visiting
+ A virtual pantry activity to show how many recipes can be created with ingredients users have on hand
+ A sweeps opportunity – users are entered to win a grocery gift card after they submit a review of DinnerTool.com.

A direct mailer shaped like kitchen pantry doors was sent to moms highlighting all the DinnerTool.com features and introducing the online sweeps. The mailer also contains share-able info cards for friends, driving them to the promotional site.