To get Philadelphia Facebook fans (and their friends) to crave Philadelphia with Chocolate before, during and after it’s launch and start talking about it online.
We created a creative VIP fans sampling mechanic on Facebook. Randomly chosen Facebook fans were offered a chance to find out a secret and respondents were given a secret VIP code. This code enabled entry to a VIP secret tab with a data capture form. 100 fans were sent the new Philly flavour to try Philadelphia with Chocolate before anyone else in the country.
The positive response from recipients of the VIP packages created a buzz of positivity about the new product across multiple social platforms. The Review tab which gave honest reviews of the new product on the Facebook page was the landing place of hundreds of consumers interested in the new product over the next couple of months, ultimately helping Philadelphia exceed their expected sales of the new product in the first quarter.