The school assignment was essentially to sell more of Disney's comicbooks via TVCs and Print media. But me and the rest of the group decided to take another approach. Since the targetgroup, the kids, are on the interweb anyways, we wanted to make a site where they could explore the citizens of Duckburg and become more interested in the comicbooks.
We created a story where Gyro Gearloose was kidnapped and forced to build a machine that would destroy Duckburg if Scrooge McDuck wouldn't give the kidnapper his lucky penny. The mission for the kids was to find out who kidnapped Gyro. New puzzles and clues would come out every week in offline, as well as ambient and online media. During the campaign the competitors could help each other in the chatroom on the site, as well as save their notes and clues.
LINK

Instore brochure with the seven suspects

Ransom note "I've taken Gearloose as hostage. Give me the
lucky penny or something bad will happen!"

"Missing! - Help finding Gyro Gearloose on jumbomysteriet.dk"

Flyer with rip offs