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Heinz Five Beanz case study
- 1. My Grown Up Beanz August 2012 we are social
- 2. Heinz Beanz have a loyal following of fans, who refer to themselves as Beaniez we are social
- 3. And Beaniez love their Heinz Beanz! we are social
- 4. All of the Beaniez all grow up loving Heinz Beanz, even on their pizzas we are social
- 5. To their friends they are always the same old bean they know and love – just like Heinz Beanz! But as they’ve grown older they’ve all developed different tastes and personalities we are social
- 6. So Heinz created we are social
- 7. Heinz asked us to create awareness that you can now get FIVE exciting new beanz from Heinz, and that these are beanz for grown upz! we are social
- 8. So we asked fans, which bean have you grown up to become? we are social
- 9. We created a fun personality for each of the new FIVE beanz we are social
- 10. And created a Facebook app where fans could find out about the new Heinz FIVE beanz we are social
- 11. A quiz was created for our Beaniez to answer six fun beantastic questions
- 12. To find out which bean they had grown up to become! we are social
- 13. Five beaniez were picked every hour to receive their very own Bean with their name on it to treasure forever! we are social
- 14. Each day 10 fans who invited their friends to take the quiz were selected to win a Beanie goodie bag we are social
- 15. We also gave fans a coupon to try the new variety for themselves we are social
- 16. The Beaniez loved their personalised beanz!
- 17. With excitement spreading onto Twitter
- 18. and global coverage of the campaign we are social
- 19. 22,143 people took the quiz to apply for their own personalised bean during the two week campaign period we are social
- 20. 10,404 of users shared the app with their friends, encouraging them to take the quiz we are social
- 21. On Facebook alone the campaign reached 10.8 million people, with 50% coming from conversation and viral activity around the campaign we are social
- 22. In addition over 3 million people were reached outside of Facebook due to conversations on news sites, blogs, and Twitter we are social
- 23. At the end of the campaign the community had grown by 30,000 extra Beaniez! we are social
- 24. We’ll leave you with our favourite comment from the campaign we are social