55% of people are unfamiliar with hard pretzel brand names, so we started a dumb conversation about Rold Gold by simply asking: what the hell is a pretzel?
First, social content was put out to drive people to a micro-site that initiated the conversation.
A self-governing site let visitors give their definitions, plus a chance to argue over the definitions with humans or artificial intelligence.
The best were made into "new" products to get people naturally asking questions...
...that were further promoted for immediate purchase.
Billboards were placed strategically before exists with stores offering Rold Gold.
Finally, social helped keep the conversation going.