For our Toblerone social ad campaign we decided to mimic a campaign similar to the on run by Lay's chips which let the fans choose the next flavors of Lay's. Through a facebook application it allowed users to customize their own Lay's bag complete with stock picture, text, and bag color. Once you create your flavor it shares it to your facebook wall and gives you the option to instagram, tweet, or email your flavor. It also connected with your friends and allowed face off type voting to create flavor competition.
With this campaign Lay's effectively created a library of user created content that engaged and challenged other users to create better and better flavors which eventually lead to a final three fan-made flavors put into production.
Our campaign takes similar a similar stream of consciousness, forcing friends to compete against one another with their own custom Toblerone flavor. "Two is better than one" "We made a new flavor, now it's your turn."
The flavors will compete in a bracket voting system leading up to the holidays. The winning fan-flavor will be sold during the holiday season and share a special edition holiday box with our holiday Crunchy Salted Almond flavor.
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