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Social Sweets


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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.

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Social Sweets

  2. 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
  3. 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.
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