Recruit 100 families in Santiago to have them try SUPER CERDO hams in their homes and later upload their evaluation of this consumption, whichever the results, to the www.quierocomerjamon.cl website and to the FACEBOOK and TWITTER social platforms. In order to give the site a livelier tone, we generated a contest called “El Tarascón” (The Big Bite) where families could participate by sending in their best photos while they eat ham.In addition to the above we handed out a video camera to them so they could record themselves during this consumption activity, with the idea in mind of later making a docu-reality with this material.

Activity was divided into 2 stages.Recruitment: We recruited over 22,000 people who registered during the 3 weeks of on-line and off-line activity. Cost of this did not exceed US$40 thousand.Experience: 4 different products were delivered (1 per week), resulting in an 88% global approval rate. A tremendous success!The activity site and social networks received dozens of videos and photos and hundreds of remarks, proving we achieved the objective of making people talk about the brand on the web, increasing SOV. This allowed SUPER CERDO to increase sales by 14.2% and break the status quo it was in.