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Necco

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My Sweethearts

My Sweethearts

Mobile Application | Jan 2010

My Sweethearts

A Sweet New App for Virtual Sweethearts

Genuine launches a cute iPhone App on Valentine’s Day to bring NECCO’s viral campaign to life: Users share boxes of virtual sweethearts containing custom messages, and post their creations on Twitter. A Genuine crowd pleaser.

Technologies Used

Twitter Trifecta: Social Media, Web, and Mobile Convergence

As part of their 2009 Valentine’s Day campaign, NECCO refreshed their Sweethearts candies with new flavors and colors, and wanted to showcase their updated product in an exciting new way. Genuine’s challenge was to create a fun iPhone app out of the convergence of social media, Web, and mobile. 

How We Helped

NECCO’s new iPhone app was one of the first on the iPhone market to directly integrate Twitter into its functionality. We enabled users to share a custom box of virtual sweethearts with their special someone, and then tweet the box to their friends.

The deceptively simple app had far-reaching effects and the campaign went viral. Twitter showcased NECCO Sweethearts in their App Store, celebrities like Ashley Judd and Vince Gill were tweeting their custom boxes, and the resulting usage metrics largely exceeded NECCO’s expectations.