To ensure a connection between offline activities and the online activation, we decided to tap into the Spin the bottle airport activation and create a digital version of the game. We drove the offline participants to a Facebook connected campaign site. Codes received while participating in the physical airport activation were put to use in an online game.

To push the campaign further, stickers were placed on packages of the new chocolate bottles worldwide. We also activated the existing Facebook community by creating a visual campaign that linked to the site and drove traffic, participation, and engagement. We utilized a Facebook pixel on the campaign site to retarget ads to users and encourage further game play. Hidden codes could be found and used for bonus entries and boost the player’s chance to win.