Chocolatey message

DESCRIPTION

3Bit is one of the many brands in a crowded chocolate bar market where all major players tend to regularly enter new product variations to sustain consumer interest. The 3Bit Hot Edition was one such variation.
Polish youngsters, the key target group, are heavy internet users. They like to communicate via instant messengers, the most popular being Gadu Gadu, used by more than 3.5m people each day. Gadu-Gadu carries little advertising, with just three types of standard banners.
3Bit came up with the idea to create a virtual Gadu-Gadu user called Hot3Bot who organised a special contest based around the IM service. In order to win the competition, users had to add the user to their Personal Info, a short message where users can write a bit about themselves, their mood description or short jokes or quotations. Then Hot3Bot sent questions requiring users to guess a huge number, such as “How many 3Bit bars does it take stacked end to end to reach the height of the Eiffel Tower?”.
Users then put their guess in their Personal Info, along with a few keywords, including 3Bit. This way, thousands of Gadu Gadu users had personal info saying “My 3Bit Hot Number is…”. Their friends then asked them about it and so the competition spread virally. Hot3Bot would then motivate them to participate actively by sending them tips like “your number is too low, change it!”.
More than 81,000 users put 3Bit in their personal info and around 500,000 of their friends would have seen the product name in a space not traditionally available for advertisers.


 

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