Ghirardelli Streams User Content In Times Square

MediaPost News

Marketing Daily

As part of a new sweepstakes promoting its chocolate squares, Ghirardelli Chocolate is broadcasting consumer-generated comments about peoples' favorite Ghirardelli "moments" in New York's Times Square, as well as streaming them live on the brand's site.

Fans are being asked to visit the "Million Moments of Timeless Pleasure" sweepstakes site area (ghirardellimoments.com), register and type in a 75-character message about when and where they most enjoy eating Ghirardelli Squares chocolates.

People may register for the sweeps by offering their "moments" any time between now and Oct. 31 (one moment per person per day may be entered), but only comments posted between now and the end of April are eligible for possible broadcasting in Times Square.

"Our customers have told us that there are a million different moments during the day when they reach for our premium chocolate, such as for a burst of energy after a long day or as a special reward after a big success," said Ghirardelli VP, marketing Mona Maher, explaining the creative inspiration for the promotion.

The grand prize for the sweeps is a trip for two to one of four world-famous squares: Times Square, Ghirardelli Square in San Francisco, St. Marks Square in Venice or Trafalgar Square in London.

The sweeps also offers thousands of instant-win prizes of bags of chocolate and gift baskets, and one prize of free chocolate for a year.

Simultaneously, Ghirardelli is touring 10 major U.S. cities, distributing one million pieces of Squares chocolate along the way. Consumers can locate the Squares team and follow it on Twitter at @GhirardelliTour.

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