Following the grand success of Lacta’s interactive film in November 2009…Kraft Foods and OgilvyOne Athens set out to create yet another integrated campaign for Lacta, Greece’s leading chocolate brand. This time instead of producing another love story themselves, they set out to create one with their audience.
Kraft Foods and OgilvyOne crowdsourced the 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some even popped up as extras in the finished film. During filming audiences were kept updated through the campaign blog, Facebook, Twitter, YouTube and Flickr.
Here is a 3 minute video case study on the same…
Then on Valentine’s day the film was aired on Greece’s top TV channel and online, with great success…
