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BlogWell Philadelphia Social Media Case Study: The Hershey Company, presented by Anna Lingeris
S’mores “Snacktivity” Suite ,[object Object],2010 BlogHer Engagement,[object Object],Anna Lingeris, Public Relations Manager @ahhnalin,[object Object],November 9, 2010,[object Object]
The Challenge…,[object Object],[object Object]
Create online buzz without NEW news
Break clutter at BlogHer ’10
Provide classic S’mores usage experiences – NO recipes
Work within limited budget range
Compliment larger, traditional PR campaign
Incorporate three main streambrandsHershey’s Milk Chocolate, HoneyMaidGrahams and Kraft Jet-Puffed Marshmallow challenge:,[object Object]
SNAPSHOT: S’mores Program Overview,[object Object],[object Object]
More than 112 MM impressions mention or show Kraft (90% of all impressions)
Program Goal: 60-90 MM impressions
Results: More than 124 MM impressions for over137% of our highgoalProgram Timeline,[object Object]
S’mores Ongoing Media Bureau,[object Object]
BlogHer ’10: S’mores Snacktivity Suite ,[object Object],Suite sponsorship for BlogHer ’10,[object Object],[object Object]
Vs. $75,000 Starting Point for EXPO Floor Presence Recreate the suite to show usage occasions both indoor and outdoor,[object Object],[object Object]
Grill
Microwave
Fireplace/Living RoomInitial Design Concept:,[object Object]
Suite Space Design,[object Object],Interior Space,[object Object],Exterior Space,[object Object]
S’mores ‘Snacktivity’ Suite ,[object Object]
Blogger Engagement,[object Object],Visitors to the S’mores Snacktivity Suite were able to:,[object Object],[object Object]
Relax in one of various settings, both indoor and outdoor

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