We created the Special K Challenge on Facebook, an application that helped women lose weight on and offline.It consisted of two phases:1. A Role-Play Game where women learnt about how to incorporate The Special K Challenge in their everyday life. They could choose between different characters and help them lose weight through activities and eating right with the Special K plan. Each activity had consequences, either winning or losing calories in order to get your character fit. With this, a giant brand community was born.2. We invited this community to do the challenge in real life and to share their experiences trough Facebook. To keep the participants motivated, we sent them tasks to get daily prizes.

-More than 15,000 pounds lost.

-Spontaneous brand awareness increased in 11%, top of mind in 5%.-This is the promotional activity with the highest percentage of response for Kellogg´s in CA-Women learned about the Special K Challenge & tried the product, but most importantly shared their experiences with the brand & supported each other to finish the challenge.-A Facebook Application turned out to be the perfect media to help women lose weight online and offline.