Colgate asked for a Facebook application for the Colgate Total Facebook fan-page. The Facebook app should advertise the 12-hour antibacterial protection of the toothpaste, enhance consumer engagement, and augment the Facebook community. Target group: 35-50 year old women.

Hidden in this picture are 12 dental guardian angels. The users who found all the angels could participate in a contest. Those who use the 12-hour protection toothpaste had an advantage: more time for searching.

Thanks to the application, Colgate gained thousands of new Facebook fans and addresses.