As far as Social Media marketing goes, content is intent. www.the-dark-truth.com is a content led campaign for Cadbury Bournville. We created a character called the Old Hound who blogged and also featured in a comic that took the audience through the Legend of the Bournville in action. The mystery led blog posts and curated content from across the web that was posted on the Facebook profile of the character Old Hound kept up the stickiness quotient of the community. It was fun to see people post their paranormal experiences online to share with the Old Hound. The audience participation was tremendous with folks also posting their own stories of ‘earning it’ ['you don't just buy a Bournville, you earn it - the brand's theme & catchline].
The blog has rec’d over 125k views uptill now and continues as one of our most successful content led campaigns (in terms of user participation) ever!