Increase sales of Crunchmaster and increase social engagement.
Create a recipe contest on Facebook with six submission periods. Each period has its own promotion theme, identified meal course and secret ingredients. Consumers visit the Facebook application to register and submit their recipe. Entries are moderated before posting to the site. Monthly winners are selected by a judging panel based on the creativity and use of ingredients. Consumers vote for their favorite of the winning monthly recipes to determine the Grand Prize winner of $2,500.