To promote Lacta chocolate bar in Greece, Kraft Foods & OgilvyOne Athens crowdsourced a 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some even popped up as extras in the finished film. During filming audiences were kept updated through the campaign blog, Facebook, Twitter, YouTube and Flickr. On Valentine’s day the film aired on Greece’s top TV channel and online, with great success.

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