In her BlogWell Philadelphia presentation, "S'mores 'Snacktivity' Suite," The Hershey Company's Public Relations Manager, Anna Lingeris, shares how Hershey's engaged bloggers in the S'mores experience through conference sponsorship and seasonal outreach.

2. S’mores “Snacktivity” Suite 2010 BlogHer Engagement Anna Lingeris, Public Relations Manager @ahhnalin November 9, 2010

4. Create online buzz without NEW news

5. Break clutter at BlogHer ’10

6. Provide classic S’mores usage experiences – NO recipes

7. Work within limited budget range

8. Compliment larger, traditional PR campaign

9. Incorporate three main streambrandsHershey’s Milk Chocolate, HoneyMaidGrahams and Kraft Jet-Puffed Marshmallow challenge:

11. More than 112 MM impressions mention or show Kraft (90% of all impressions)

12. Program Goal: 60-90 MM impressions

13. Results: More than 124 MM impressions for over137% of our highgoalProgram Timeline

14. S’mores Ongoing Media Bureau

17. Grill

18. Microwave

19. Fireplace/Living RoomInitial Design Concept:

20. Suite Space Design Interior Space Exterior Space

21. S’mores ‘Snacktivity’ Suite

23. Relax in one of various settings, both indoor and outdoor

24. Have pictures taken by a professional photographer

25. Enter for the chance to win a fire pit or 1 of 250 S’mores kits

26. Interact with the PR and Brand Team from both Hershey’s and Kraft

29. 100 woman bloggers

31. Sold-out event brought together bloggers for networking, workshops, discussion and to connect with sponsors

32. This year’s conference was supported by over official 100 sponsors

33. The conference attendees had over-the-top excitement and energy

34. Many sponsors held activities before, during and after the conference

36. With 2,400 attendees, 1 in every 4 people at BlogHer stopped by the suite

39. More than 500 uses of the #Smores hashtag

40. The collective Twitter following of the users who included the hashtag: 1.5 MM+

42. Major spikes can be attributed to PR outreachBlogHer Coverage Short Lead Outreach Mom Bloggers Club Outreach National S’mores Day DC Mom Bloggers

44. While in the Hershey’s/Kraft suite, bloggers engaged with PR & brand reps and made a S’more, which kept visitors in the suite longer than simply passing by an expo hall booth

46. Bloggers were looking for fewer cumbersome giveaway items and more experiences

47. Visitors to the suite were offered a branded cinch sack

49. The DC bloggers helped prompt hundreds of #Smores tweets

54. Create official FourSquare location for the suite (NOTE: Bloggers Created their own FourSquare location for S’mores Snacktivity Suite)

59. Explore branding a designated photo space

60. Provide bloggers with flip cameras to capture organic blogger engagement in suite

62. Hershey’s/Kraft Foods

63. Kmart

64. P&G

65. My Blog Spark

66. Ketchum

67. Metamucil

68. Windows Live

69. Ecco

71. All were very impressed with the suite and helped spread the buzz to encourage visitors to the suite

72. Buzz created “A great example of collaborative marketing, a co-branded effort… The S’mores suite was literally the buzz of BlogHer” -Ketchum PR Executive “We heard about the S’mores suite down on the expo floor and had to come and see if for ourselves!” -GM Executive “We keep hearing that we’ve got the SECOND best suite here. When we asked which one was better, everyone said ‘The S’mores suite!’” -Microsoft Representative “I keep hearing about how neat the S’mores suite looks from bloggers” -My Blog Spark Representative

73. S’mores ‘Snacktivity’ Suite

74. S’mores ‘Snacktivity’ Suite