Hershey's Chocolates: Eaternet / Edible

Credits & Description:

Title: Eaternet
Client: Hershey’s
Agency: Aktuellmix
Additional: Coma o Site | Web
Partners: Rodrigo Rivellino (CEO), Celio Ashcar Jr.
Chief Creative Officer: Fabio Mergulhão
Creative Director: Fabio Moran
Creative Managing: Erica Igue, Tom Soraire
Art Director: Fabio Moran, Leandro Calado, Wirley Almeida, Tom Soraire, Rodrigo Caetano
Copywriter: Erica Igue
Strategic Planning: Gabriel Boaventura, Vitor Tanabe
Business VP: Mario Medina
Account Director: Juliana Pileggi
Account Manager: Lucas Tagliani, Julia Audi
Executive Production: Priscila Villa, Rodrigo Niro, Camila Ciffani
Print Production: Rodrigo Merigue, Amanda Xavier
Media: Marcos Bittencourt, Gabriel Barreto, Nathalia Cantalejo
Product Design: Juliano Bortolin, Luiz Fernando Haddad
Photography: Wirley Almeida
Product Concept Design: Carlo Giovanni
Illustration: Fabio Moran, Felipe Lopes, Gelmi Studio
Film: Fuego, Bolha
Audio: Antfood
Execution: Bolha

Description:
The young watch, read, breath, wake up and sleep online. For the first time in history, a brand create the opportunity of eating the internet. We've transformed in chocolate a whole website for the EATERNET campaign - Open your mouth and eat the website. A real website, with real chocolate, to really eat it. The big idea was to turn things that people
love in pieces of the website with 1,5 kg of chocolate. The website changed everyday with new pieces, and to participate, the young had to buy Hershey’s, register and bite the site. The piece that was clicked, if awarded, was delivered in its home.
With a constant usage of search and performance tools with data gathering, we’ve selected everything that Brazilian youth most love on internet. From songs, memes and movies to fashion, travels, news and horoscope. We transformed all this data in 1,5 kg chocolate pieces of all flavors and put them to be clicked on the website, both on desktop or mobile versions. With a fresh approach and, as an integrated campaign, the first contact with the user came on the product packaging which informed the opportunity to “bite” the website. Speaking in young language, have you ever seen a brand who had the punch to make a chocolate emoji poop? It says a lot about our kind of approach.
Results:
• 250.000 registered products
• 120.000 subscribes
• 2 tonnes of delivered chocolate
• 3.600.000 movie views
• 20.000.000 people reached
• 83.000.000 impacts
• 20% of sales increase
• Record increase in brand value
• 1.700.000 organic engagements and an as yet indecipherable number of people eating the internet.
Strategy:
Two extremely relevant points in our promotional strategy was the quantity of winners (1200) and the opportunity for users to know immediately if they won or not.After a social listening, our approach was simple and clear: speak the same language as our target audience, the Brazilian youth.The first step was to understand what our audience likes the most in the digital universe, like memes, films, music, news, horoscope, etc and then to transform those in physical 1,5kg pieces of chocolate. Always remembering that the website changed daily, with new and unique pieces to each winner. We created a campaign that took the customer from the point of sale to the internet, and after spreading the most unusual chocolate pieces everywhere, our product was delivered to the winner’s hands, what generated a relationship on and offline.
Outcome:
Results:-250.000 products registered-120.000 people registered-2 tons of chocolate handed out-3.600.000 of views-20.000.000 of reached people-83.000.000 of impacts-20% of increase on sales-Record Increase in the brand Value-1.700.000 organic engagement and an indecipherable number of people eating the internet.
Campaign Description:
The young watch, read, breath, wake up and sleep online. For the first time in history a brand created the opportunity of eating the internet. It gave Hershey’s a new chance to create interactions and full relationship between brand and consumers. We've transformed in chocolate a whole website for the Eaternet campaign - Open your mouth and eat the website. A real website, with real chocolate, to really eat it. The big idea was to turn things that people love in pieces of the website with 1,5 kg of chocolate. The website changed everyday with new chocolate pieces, and each of this 1200 pieces were totally shareable, with it own share button, so people spread this craze for all the social media. To participate, the young had to buy Hershey’s, register and bite the site. The piece that was clicked, if awarded, was delivered to its home.
Synopsis:
Situation: in 2016, financial crisis in Brazil, every brand was rewarding prizes like houses, cars and money (the most aspirational prizes in the country). Brief: make the first promo that talks to the young brazilian audience. Objective: Generate engagement, conversation and change the brand perception and its positioning on a fun way.
Execution:
First of all, it wasn’t one website. There were 60 websites with 20 chocolate pieces each. On per day, everyday. After a whole year of preparation, the main part of the work was when the campaign finally went on air. A whole creative team worked non-stop for the 60 days of promotion to deliver the 60 websites. Besides the real time updated content that kept up with everything that was going on on the world and the internet, the site monitoring was also constant. After all, can you imagine the logistics of making sure that the exact piece clicked got to the house of the winner wherever he lived in Brazil, a gigantic country?
Relevancy:
This work was made for those on the internet. For those who consume internet. For those who really live the internet. It created a perfect connection between brand and consumer, with total synergy among product and audience. Focused on the Brazilian youth, we put together the two things they love the most: memes and chocolate. The challenge was to transform a promotion in a conversation, in a way the brand had never been done before. Instead of just communicating to the young, we spoke the same language.