Consumers seek validation through social media. As more and more consumers turn to digital and mobile channels, not only to connect with family and friends, but also as sources of entertainment, there is a growing demand for brands to build personalized experiences in the forums and channels where their consumers are engaging. These experiences should provide marketing as a service, and not only leverage available user data, but also ignite two-way conversations between brands and brand fans to create more meaningful interactions.

There is a growing expectation that these experiences be interactive and accessible from any location, channel, or device so that users can, not only be entertained, but also share and converse with personal networks and communities.

Users were initially drawn to the content through blogger outreach, PR, and social media communications on brand channels. Once users started to engage with the app, awareness spread virally through the organic sharing of results.

The primary objective for the program was to build awareness around Nescafé’s new product, Memento. Without any traditional advertising or media spend, the application garnered 155m impressions and a 43% lift in overall brand engagement online.

On Facebook, the application drove a double-digit increase in Nescafé’s fan base and a 7% lift in engagement with the brand on Facebook. Users were so engaged that the average length of time spent on the application was over 5'.