Creating a digital experience
To tell the “guilt free, guilty pleasure” story about Dempster’s Zero, we turned to another popular guilty pleasure – romance novels – and gave our female audience the chance to star in their own full-length personalized version, themed around the product. Our Facebook app allowed them to create, customize, and download their own novel, entitled Zero Inhibitions. We wrote an original novel with over 135 pages of customizable content that could be downloaded on any mobile device and shared on a user’s personal Facebook timeline. To help spread the word, we staged an online book party, as well as sent printed and bound customized copies of our novel to influential food bloggers.