We generated an alliance with Mapcity.com, a pioneering geolocator web site, who had never been used to promote a brand. A 2x1 Promotion was generated in Santiago. Moreover, all the exchange centres of the brand could be geolocated in mapcity.com. This action was done using community management and buzz measurement in social networks (Especially Facebook and Twitter), which promoted the exchange and they also gave assistance to the users. Printed coupons were made initially only Mapcity.com. We realized that users spend more time in Facebook and to facilitate the exchange mechanism was implemented a very simple application also in Facebook. This action allowed a very quick increase in the number of coupons printed and word of mouth promotion. People started to take part actively, generating their own content and expressing their opinions. The investment was located 100% in digital media and without support of On Air media.

The sales increased, +140% cases sold and +48% sales growth. The media had unequalled participation in relation to other Unilever proposals in Chile. +9% conversion rate. +70% of positive mentions in social networks. Tweets with an estimated impact on 20,956 people. +16.000 active users and +6,000 Facebook followers. Over 13,000 content impressions daily. The users took part actively, generating content and expressing their opinions. Bresler took advantage and extended the promotion to other regions. In less than two months, Magnum got results that other brands got in one year, with a 100% investment on digital.