Lacta a leading chocolate brand in Greece has been creating innovative film content since 2009 around its strategy of being a symbol for the sweetness of love. For the latest installment Lacta invited fans to submit their stories of unfulfilled love, with the promise to give them the happy end they never had i.e. on the cinema screen.
Finally three stories formed the basis of a film screenplay, entitled “Love in the end”, that was released on Valentine’s Day 2013. A transmedia campaign promoted the film and it became a big hit with audiences in Greece. 17% of the Greek Internet Population saw the online teasers, resulting in 700.000 views and hundreds of rave comments. Anticipation for the film’s release was also very high and evident through the increase of Lacta’s Facebook fans by 100.000. This made it’s Facebook page the biggest for any brand in Greece, with 650.000 fans.
The film also had the biggest opening night for any Greek movie in the last 5 years, with more than 75% of the all movie tickets being sold for it.
Here are the past film based campaigns:
2010 – Love in action
2009 – Love at first site
