In order to promote its new Bliss line to female chocolate lovers, Hershey’s worked with viral marketing company House Party to organize more than 10,000 Bliss-themed parties, which took place frm April 25 to 27th. Hosts could go to Houseparty.com/hersheybliss before the party date to share party ideas. Overall, more than 129,000 guests attended the parties, where they could sample three different Hershey’s Bliss flavors. Afterwards, participants posted more than 26,000 photos, 50 videos and 15,000 blog entries to the site. House Party was also passed along 7.5 million to 8 million due to word of mouth from the event.

Article Tags: hershey's | hershey's bliss | Viral Marketing
Filed under: Advertising, Branding, Experiential Marketing