The Social Sweets project was created to test the "Pay it Forward" principle within digital channels. We created a custom Social Sweet chocolate bar to be handed out on the streets of Philadelphia for free. All that we asked in return is that people thank us via Facebook or Twitter. Each time they did a dollar would be donated to Philabundance, a local food bank. After distributing 1000 bars we had some fascinating results, and a city buzzing about our little experiment.

1. PAY IT FORWARD, GONE SOCIAL

2. TIME TO EXECUTE
3 weeks
THE IDEA
Create a branded chocolate bar
that would be distributed freely in
the streets of Philadelphia. The only
request of recipients was to say
“thank you” via Twitter or
Facebook. For each message, $1
would be donated to Philadelphia’s
local food bank.
VISIT
http://socialsweets.org/

3. RESULTS
• Our supply was gone within 2 hours.
• Social Sweets became the #1 trending topic
on Twitter in Philadelphia.
• Wall posts, tweets, pictures, and “likes”
flooded in. People weren’t just thanking us,
they were actually requesting us.
• Nearly 50% conversion – we reached 90,765
people through 462 online mentions.
• We learned a lot. And we helped contribute
to a good cause.

4. a-gLabs.com