The Challenge
To drive purchase of Nestle USA's best selling confectionery Baby Ruth, Crunch and Butter Finger using innovative digital channels.

The solution
This was our second nationwide campaign in the USA following the success of our work on AT&T's sponsorship of American Idol II and Nestle USA's first steps into mobile marketing. Working closely with Nestle USA's rostered promotional agencies we devised a compelling in-store promotion, promoted across thousands of retailers nationwide, that offered consumers the chance to win Top-40 US bilboard tones in return for purchase. The tones were custom developed for the campaign and included the most popular categories R&B, Pop, Country and Rock. Even the losers walked away with SMS gags from one of the USA's best comedy writers.

The Result
The success of the promotion prompted Nestle USA to demand that mobile play a central role in their next promotion which is now in development.