Awareness & Hersheys... warning, clicking on this link may lead to weight gain.

If you're anything like me, your visit Hershey's ChocolateTV will be followed by a trip to the snack bar but it's worth the calories.  

The site lets you view a bunch of produced videos of chefs cooking a variety of things that incorporate Hershey's products as ingredients.  A variety of Awareness participation points - comment, rate, vote - leverage the video to stimulate conversation and drive registration.  Registered users can also submit their own videos via our platform and view approved submissions from other consumers.

Kudos to Awareness partners Arnold, JPL and Sapient for their respective design and integration efforts on the projeect.  Technically there's a lot going on in the site... Awareness API's, Flash, Brightcove integration, CRM integration, etc., but it's a great example of how you can use existing assets - in this case videos - to spawn conversation, registrations and community.

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