THE SOCIAL CHUNGA

Interesting story (Source: The Australian).  

A QUIRKY internet advertising campaign featuring the character Hans Fagerlund -- the headband-wearing front man for Kit Kat Chunky chocolate -- has had remarkable success for snack company Nestle.

The $1 million campaign -- which invited young men to go online to play Chunga, the virtual game at which Fagerlund was a former champion -- achieved results Nestle would normally have expected from a television campaign, but at a quarter of the cost.

People ate 63 per cent more Kit Kat Chunky bars and brand awareness jumped 8 percentage points in research tracking the effect of the Kit Kat Chunga Championship campaign.

The campaign -- most of which ran on social networking sites such as MySpace, Facebook and YouTube -- was the most comprehensive of its type in Australia.

http://www.theaustralian.news.com.au/business/story/0,28124,24922283-7582,00.html