The Backstreet Boys partnered with pop-culture icon Stan Lee to create a comic book and animated web series. It became one of the largest online/offline marketing campaigns of the internet at the time, as Burger King's paid $30 million to use 'The Backstreet Project' as their key Summer promotion in the year 2000. The website garnered more than 2 million registered fans in the first two weeks of launching and won numerous web awards.