Here's an overview of how we helped Unilever launch their new, stronger, "extra-mature" Marmite in social media. The campaign is still in progress as at December 2010.

1. Launching ‘Extra-strong’ Marmite in social media

2. Marmite… You either love it or hate it

3. But ‘extra-strong’ Marmite?

4. You have to be CRAZY for it

5. So we found the crazy Marmite Lovers

6. On facebook

7. On twitter

8. On blogs

9. On YouTube

10. We invited them to a very special and exclusive event

13. With a luxurious Victorian theme

14. Where they were inducted into the ‘First Circle’ of Marmarati

15. A Victorian style club, seeking new members to help create an ‘extra-strong’ version of Marmite

16. With a blindfolded tasting

17. To feedback on 3 possible recipes

18. And discuss them with Unilever

19. Over some Marmite cocktails

20. Members received a certificate

21. We instructed them to spread the word

22. On their blogs

23. On twitter

24. On facebook

25. We engaged with them afterwards as the Marmarati

26. Dedicated twitter account

27. Exclusive facebook group

28. And revealed our website

29. And revealed our website

30. Where you apply to join

32. By proving your love

34. And encourage friends to vote!

35. The Marmarati who are chosen will receive one of only 200 commemorative jars of the ‘prototype’ extra-strong Marmite

36. We asked the First Circle which jar design they preferred

37. Who asked their readers for help

38. The rest of the campaign will unfold in early 2010… marmarati.org