Nothing says I love you like a box of chocolates. And, as Valentines is the day of love, Baci Peruggia decided to cement its position as one of Italy’s favourite chocolate brands by spinning a timeless tale of love, complete with modern twist.
The plotline is familiar enough – Boy likes girl, Boy asks girl for a kiss, Girl sets boy a task to prove his love. But rather than ziches or jewels, Gaia demands Giovanni gets over 50,000 people to ask her to kiss him before she will consent.
Using social networking channels such as You tube, Facebook and the Perugina community, online groups were set up and viral videos released to capture Italians interest in the story. An interactive outdoor event was also held. Only when people were hooked into the story did Baci Perugina reveal its association.
In just 10 days, 50 000 emails needed were sent to Gaia. Over 25,000 contacts were made on You Tube and there were over 150,000 visitors to the Baci Perugina website. Sales went up 11% and Giovanni’s quest was even talked about on TG1, a major channel in Italy. Most, importantly, though, Giovanni got his kiss.
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