"Chip in for Change": Terra Chips® Asks Facebook Users to Share Their Thoughts on Change with the President-Elect

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Brand Storyteller Story Worldwide Helps Launch Facebook Campaign to Promote Terra's "Stripes & Blues" Line of Chips

Considering that over 10 million Facebook members are men and women aged 25-49, the platform is ideal for us to launch a campaign that thrives on the democratization of free and sharable content

Catching presidential fever, The Hain Celestial Group, Inc., parent company to Terra Chips, has joined forces with Story Worldwide to launch "Chip in for Change"--a promotional campaign for Terra's patriotic chip line "Stripes & Blues" on Facebook. Otherwise associated with Independence Day promotions, Terra Chips has identified the current election as an opportunity to promote change in conjunction with its red, white and blue line of exotic vegetable chips. Scheduled to launch today, October 28th, Story Worldwide devised the interactive elements for the campaign, which will ultimately compile Facebook users' suggestions for the changes they would like to see the new president address.

"Considering that over 10 million Facebook members are men and women aged 25-49, the platform is ideal for us to launch a campaign that thrives on the democratization of free and sharable content," said Chris Parker, SVP of Marketing Services at Story Worldwide.

Tasked with launching a campaign that will go live the week prior to Election Day and initiate online chatter, Story Worldwide masterminded "Chip in for Change." The campaign will consist of a "Chip in for Change" product page consisting of a suggestion box where users can chip in their thoughts on the changes they would like to see addressed by the new president. The Chips for Change will then be clustered together into a virtual gallery where users will have the chance to read each other's perspectives. Facebook users can also become a fan of the movement, and download the "Chip in for Change"-branded application, which they can add to their personal profiles and/or send out to their Facebook friends.

Come January 2009, Terra Chips plans to deliver the Chips for Change aggregated list to the new president along with a supply of "Stripes & Blues." Terra Chips' "Stripes & Blues" are widely available at grocery and specialty health and natural food stores as well as online at terrachips.elsstore.com/view/product/?id=34973&cid=476.

About Story Worldwide:
Story Worldwide believes that the key to brand success is effective storytelling - in any channel, anywhere in the world. Incorporating this philosophy into campaigns for some of the world's most-recognized brands, Story Worldwide is the driving force behind the post-advertising age. With its decidedly unorthodox approach to content production, Story Worldwide crosses traditional boundaries to redefine the way businesses engage their current and potential consumers. Story Worldwide's signature approaches, "storytelling" and "narrative branding," set the stage for stand-out campaigns in what is an otherwise oversaturated industry. Story Worldwide has created loyal consumer audiences for companies including Unilever, Lexus, Coty, RCI and Agent Provocateur. With over 250 employees and offices in New York, Seattle, South Norwalk, London and Hong Kong, Story Worldwide is quietly leading the global post-advertising revolution.

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Kate Fleming