French cable channel MCM, once primarily known for its music videos, in the past couple years has expanded its content to include genres such as manga, horror, sex and extreme sports--basically the stuff of the geek set. But, knowing that its target audience couldn't be reached through run of the mill ads, MCM , working with BETC Euro RSCG Paris, decided to tempt fanboys via a more compelling route--food. It teamed with France's #1 pie delivery company Speed Rabbit Pizza on MCM Pizza, a series of branded pies inspired by the channel's TV programs. It even tapped a Marvel designer to create special designs for the boxes. The campaign rolled out on March 14th, to continue over four months.