An interesting marketing campaign from European chocolate maker Milka is based around producing the product differently. The company produced 10 million bars with a ‘missing’ piece (the bars were actually the normal weight, with each square being slightly bigger than normal). Inside the wrapper is a digital code that you can redeem for the missing piece, or send the missing piece to someone. The piece arrives in the mail with a personalized note you entered online. The video explains the process in detail.
https://youtube.com/watch?v=H6NWTJyWHqc
Could games give out digital goods with this much meaning It’s an area that deserves more experimentation.
Source: AdWeek