For young consumers, two of the most important activities in life are eating and browsing the internet.
And in Brazil – which houses a digitally-connected population of more than 140 million people – The Hershey Co., the confectionery manufacturer, reached an obvious conclusion: Wouldn't it be great if you could combine these two activities, and actually eat bits of the webpage you were staring at on your computer screen or cellphone?
The result was the "Eaternet" campaign for Hershey's. This effort, created by Aktuellmix, an agency based in Sao Paulo, Brazil, invited consumers to visit a website meant to mimic...