Chocolate snacks usually rely on product variants to keep consumers interested, and so Kraft Foods aimed for a sales boost with the launch of 3Bit's Hot Edition.
Consumer interest was aroused via an innovative messenger solution on Poland's Gadu Gadu platform. The brand appeared in this normally ad-free environment courtesy of a virtual user, Hot3Bot, which organized special competitions to ensure that it was always mentioned as part of users' personal information.
The result was a viral message with 81,000 Polish citizens telling their friends what their "3Bit Hot Number" was. The campaign reached around half a million consumers.
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