Hershey’s House Parties Generate Sweet Content
For the launch of Hershey’s Bliss chocolate the brand wanted to stir up word of mouth both on- and offline. To meet this goal, the Hershey Company put the product in the hands of women that love chocolate and helped them throw more than 10,000 in-home consumer house parties over one weekend.
The Hershey Bliss house parties provided an exclusive hands-on brand experience that played up the idea of elevating the senses to a state of bliss with a bite of indulgent chocolate. To make sure the buzz made it online as well, the parties came with the condition that each consumer post party photos, videos and blog entries on houseparty.com/ hersheysbliss before and after the events. Hosts were provided with party packs containing three flavors of Hershey’s Bliss chocolate: Milk Chocolate, Dark Chocolate and Milk Chocolate Meltaway. They received 15 cocktail napkins to serve the chocolates and gift giveaways for the guests, such as grocery list pads, pens and fridge magnets.
More than 150,000 consumers attended the parties; more than 15,000 posted blog entries; there were more than 24,000 photos and videos posted online; 4.6 million word-of-mouth pass-alongs. The events generated 450,000 hours of hands-on brand time on a single weekend.