One among the best campaign which combined creativity, technology, and everyone’s favorite treat: chocolate!
In April 2017, Hershey’s, the iconic confectionery brand, launched the Eaternet campaign in Brazil. The goal was to make their website more “appetizing” by creating an interactive experience that would engage chocolate lovers.
Campaign Overview
The Concept :
Chocolate Website : Hershey’s decided to build a website made entirely of chocolate. Yes, you read that right! A digital platform crafted from the sweet stuff.
Edible Interaction : Visitors could interact with the website by literally taking a bite. Each click or tap on the chocolate surface revealed more content.
How It Worked
Chocolate Coding : Hershey’s collaborated with tech wizards to create a chocolate-based website. The interface resembled a chocolate bar, complete with squares.The concept was to replace classic web elements (buttons, images, etc.) with chocolate objects. The #Eaternet website featured chocolate buttons, emojis, sunglasses, and even chocolate moustaches!
Bite-Sized Content : As users clicked or tapped on the squares, they could devour information about Hershey’s products, recipes, and fun facts. To participate, users had to buy a Hershey’s bar and enter the code from the wrapper on the website.
Sweet Engagement : The more people interacted, the more they “ate” from the website. It was a delightful blend of technology and indulgence. Lucky winners received a piece of the web—literally, a chocolate mold from the site.
Chocolate Delivery : To top it off, Hershey’s even sent 2 tons of chocolate to lucky consumers. Imagine receiving a sweet surprise in the mail!
Results :
Visits : The #Eaternet campaign generated a whopping 3.6 million visits to the chocolate website. Media Impact : The campaign reached 83 million people through various media channels.
Sales Boost : Hershey’s experienced a 20% increase in chocolate sales during the campaign period.
Subscribers : Over 120,000 subscribers joined the chocolate-loving community.
Social Media Buzz : The engagement on social media soared to 1.7 million interactions.
Impact and Results
The Eaternet campaign was not only effective in terms of results but also left a lasting impression due to its innovative approach.
Lessons Learned
Creativity Captures Attention: The campaign’s unique concept of creating a website made entirely of chocolate was attention-grabbing. Unconventional ideas can set your brand apart and create buzz.
Interactive Engagement : By involving consumers in the campaign (through Hershey’s bar wrappers), they turned passive viewers into active participants.Interactive experiences leave a lasting impression.
Tie-In with Product Purchase: Requiring consumers to buy a Hershey’s bar to participate ensured product sales. Linking the campaign to a tangible product strengthens brand association.
Social Media Amplification: Sharing videos and images of people dancing for chocolate on social media extended the campaign’s reach. User-generated content can be a powerful marketing tool.
