10,000 Wispa fans, bought together by Facebook, campaigned to bring back the bar. In 2009, they did the same for Wispa Gold.

At every stage the success of Wispa has been built by social media.

So for Wispa Gold’s launch, we decided to take social media to the next level. Rather than being confined to Facebook, we wanted to create a truly social idea.

We gave the £2 million of outdoor advertising space to our fans, who had their special messages feature in posters around the country. Everyone likes getting a message on their Facebook wall, but 913 Wispa fans got to make their messages even more special by putting them on 3,336 posters.We got a few thank yous. Some marriage proposals. Some birthdays. Some births. A baby called Tron. A recipe for success. A dedication to a girl. And a whole lot of love.

Early August:Recruited 4 members from our Facebook fans to act as our Wispa Gold panel. These 4 fans would judge messages submitted and select their favourite to run as posters.

People sending messages had the option to select specific poster sites across the country to ensure their friends, family or loved ones saw their message.August & September:We seeded the idea online, using a MSN and C4 tie-up, and invited our Facebook fans to submit their messages to the Wisp gold panel via wispagoldmessages.co.uk.

End of September:We used a selection of these early messages to run across digital transvision screens at key commuter hot spots to generate awareness of the campaign.October:The campaign then went mass with people’s personalised messages running on 6 sheets nationwide.

NovemberAs a finale 6 messages were chosen to run on larger, high profile sites

In total we received over 7,647 messages. 913 lucky Wispa fans were chosen to have their messages featured in 3,336 different posters around the country.The number of Wispa Facebook fans grew from 350,000 to 850,000We sold £15.5 million bars of Wispa Gold.Wispa Gold was the most successful UK launch of a chocolate bar that year.