To grow this online village, we went to Farmville, the world’s largest social game. We could naturally integrate within the farm and reach the masses of mums we needed. About 18 million Moms play each day!And because it was a social game, it placed us close to conversation and recommendations which we wanted. If done right, the Farmville integration would bring our story to life virtually, and could jump-start real-world advocacy on Facebook.When players entered the Frito-Lay Farm, they were immersed in harvesting locally grown wheat, potatoes and corn that were the basis of SunChips, Lays and Tostitos. The crops were then taken to a solar powered factory, and distributed to storefronts, just like in the real world!

For the first time, an in-game prompt suggested players find us on Facebook. Once there, they gained access to exclusive content: cooking webisodes from famous chefs, employee testimonials, and sweepstakes.

We grew sales: The All-Natural campaign was the largest contributor to volume growth in grocery stores across the US!We changed perceptions: Consumers said “It would make me more likely to buy these products because I want what is best for my family” and “…they are trying to help make snacks healthier” (Source: Invoke All Natural Ad Testing, September 2010).We built an engaged community: The Guinness Book of World Records named us the fastest-growing brand page within a 24 hour time period: 1,876,933 new 'likes'! Our Facebook community continues to grow: 2, 226,381 members, with no paid support.