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In a 360-degree integrated promotion, Beano launched the Love Letters Contest online in May of 2007, in which registrants were encouraged to write a love letter to their favorite vegetable, grain or legume. With the support of television ID tags, FSIs, POS materials and banner advertising, the objective of the program was to engage the Beano user online. The goal of 5,000 entries was easily doubled—proving that engagement was indeed successful. A voting period for the top five entries followed the submission period. Brunner Digital worked with third-party vendor RealTime Media to create the technology engine and administrative reporting tool to tally over 11,000 love letters and once-a-day voting.
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