BUTTERFINGER took out a $1,000,000 policy with Lloyd's of London to insure the promise behind its tagline. As proof, Butterfinger offered a chance for consumers to request a free replacement bar. With 100K claims submitted in 16 hours, it was clear that consumers were unable to defend Butterfinger. Someone had to step in.Enter the Butterfinger Defense League (BFDL), a band of superheroes formed to protect Butterfinger bars.

G4 was the perfect partner for a TV, Digital and Social Media program.On-Air– Attack of the Show in-show mentions – Viewers submitted videos to be the ideal fourth member of the BFDL– Prize was an all-expense paid trip to Comic-Con and $20,000 G4TV.com– BFDL Challenge included in their blogs– Promoted in “Staff Picks” and “Featured Video” sectionsSocial Media– Twitter support @g4tv, @aots We drove over 200 qualified entries, 99K video views and 20K+ votes.

• Brand grew +16% in 2010, double the 2009 growth rate• Sales up 23% YOY September 2009 to September 2010• Total communication awareness up 4 percentage points from 14% -18% (Q4 09’ vs. Q2 10’)• Loyalty increased 9% from 53% to 62% (Q4 09’ vs. Q2 10’)• “Would recommend to a Friend” increased 6 points from 35% to 41% (Q4 09’ vs. Q2 10’)• According to the latest brand index from NetBase (a monthly survey measuring consumer sentiment) BUTTERFINGER IS THE CANDY SOCIAL MEDIA LIKES BEST!!! 70% of Butterfinger discussions were “Love” feelings.