To help launch a new personal size deep dish pizza from DiGiorno, we worked off the insight that people either love deep dish or don't care for it. So we asked fans on Facebook to add their face to one of our expressions of deep dish devotion and post it to their wall for a free pie. Users could either upload an existing photo or use their webcam.
The response was overwhelming, and DiGiorno quickly exhausted over 50,000 coupons.
The Facebook app splash page "sold" the concept.
Once inside users could choose the outrageous expression of their devotion.
Here users added their image and posted it to their Facebook wall.