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.

First of all, it was not only a single website. There were 60 websites with 20 pieces of chocolate each. One per day, everyday. After a whole year of preparation, the most important part was when the campaign finally started. An entire creative team work non-stop during the 60 promotion days to produce 60 sites. Besides the updated content in real time to match what was happening at the moment, the website monitoring was also constant, after all, imagine all the logistics of making the exactly same piece of the chocolate clicked, be delivered at the winner’s house, in any place of Brazil, a huge country.

• 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.