The document describes a marketing campaign by Heinz Beanz to promote their new variety of five beans. A quiz was created for fans of Heinz Beanz, called Beaniez, to determine which of the five new beans they had "grown up to become." Over 22,000 people took the quiz and over 10,000 shared it with friends. The campaign reached over 10 million people on Facebook and an additional 3 million people elsewhere online. It resulted in 30,000 new members added to the Heinz Beanz community.

1. My Grown Up Beanz
August 2012
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2. Heinz Beanz have
a loyal following of
fans, who refer to
themselves
as Beaniez
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3. And Beaniez love their Heinz Beanz!
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4. All of the Beaniez all grow up loving Heinz Beanz,
even on their pizzas
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5. To their friends they are always the same old bean
they know and love – just like Heinz Beanz!
But as they’ve grown older they’ve all developed
different tastes and personalities
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6. So Heinz created
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7. Heinz asked us to create awareness that you can
now get FIVE exciting new beanz from Heinz,
and that these are beanz for grown upz!
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8. So we asked fans,
which bean have you grown up to become?
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9. We created a fun personality for each of
the new FIVE beanz
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10. And created a Facebook app where fans could find
out about the new Heinz FIVE beanz
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11. A quiz was created for our Beaniez to
answer six fun beantastic questions

12. To find out which bean they
had grown up to become!
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13. Five beaniez were picked every hour to receive their very
own Bean with their name on it to treasure forever!
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14. Each day 10 fans who invited their friends to take the
quiz were selected to win a Beanie goodie bag
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15. We also gave fans a coupon
to try the new variety for themselves
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16. The Beaniez loved their personalised beanz!

17. With excitement spreading onto Twitter

18. and global coverage of the
campaign
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19. 22,143 people took the quiz
to apply for their own personalised bean
during the two week campaign period
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20. 10,404 of users shared the app with their friends,
encouraging them to take the quiz
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21. On Facebook alone the campaign reached
10.8 million people, with 50% coming from
conversation and viral activity around the campaign
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22. In addition over 3 million people were reached
outside of Facebook due to conversations
on news sites, blogs, and Twitter
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23. At the end of the campaign the community
had grown by 30,000 extra Beaniez!
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24. We’ll leave you with our favourite comment
from the campaign
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