Using Digital Coupons to Monetize Earned, Owned, & Paid Media

Send a Hug DayChallengeSolutionResultsTo drive awareness andtrial of new Barillasauces.“Only one sauce knowshow to hug your pastaand create a completemeal.”Barilla created an event and an app on Facebook invitingpeople to send a hug to their friends.For every virtual hug Facebook users sent their friends,Barilla donated one Italian pasta and sauce meal toFeeding America. In addition the user were allowed todownload a $1 off coupon on Barilla sauces.The “hugs” were tracked nationally by the Facebook appThe Send a Hug Day run for 24 hours on October 13 th ,2011• 96.2k app visits• 18k people sent hugs• 52.7k hugs sent(average of 3 hugsshared per person)• The Barilla fan base by45% increased• 48k coupons printed• Over 1,500 BarillaSauce relatedmentions across thesocial web19