Flavorize Me
- Brand
- Talenti
- Year
- 2015
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Fallon
- With
- UNIT9
Objective
Talenti was growing fast in a category where drinkers show almost no brand loyalty, so the goal was to turn casual fans into people who felt personally attached to Talenti. The campaign set itself concrete targets — new active users, a strong pass-along rate, and earned press without paid media muscle — rather than a vague awareness bump.
Solution
At flavorize.me, you sign in with Facebook, Instagram and/or Twitter and let the site read a year's worth of your own posts. In a few seconds it hands back a taste profile broken into percentages — sweet, sour, salty, spicy, bitter — along with a made-up gelato flavour built from those results and a real Talenti pint picked as your closest match. From there the session ends with a share prompt, since the whole point was to post your invented flavour and compare it with friends. The six flavours the team liked best were actually put into small-batch production, and Talenti's founder personally shipped the finished pints to the fans who created them.
Results
The campaign passed its goal of 46,000 flavours within the first day and finished with close to 120,000 created. Visitors spent an average of two minutes on the site and 30% came back to make more than one flavour. Sharing reached about 10,000 posts, twice the target, and the brand gained 11% more Facebook fans, 38% more Instagram followers and 7% more Twitter followers. Earned press coverage totalled 6.488 million impressions, paid placements ran at two to four times normal engagement benchmarks, and post-campaign tracking showed brand awareness up 4% and purchase intent up 2%.
- 1
The player opens the site and is invited to turn their own social-media personality into a gelato flavour that doesn't exist yet. They choose which accounts to connect — Facebook, Instagram and/or Twitter, with more accounts promising a richer result — and authorise access through the standard OAuth flow, granting roughly a year of past posts.
- 2
The player waits through an analysis sequence while the engine reads their posts — words, hashtags, emoji, punctuation and colour — and matches the content against a 25,000-word taste dictionary spanning sweet, sour, salty, spicy and bitter.
- 3
The result screen delivers three linked outputs: a percentage breakdown across the five taste categories, an invented gelato built from a named combination of real ingredients drawn from the profile (the engine can produce over 50 million such combinations), and a match to an existing Talenti pint that best fits the profile.
- 4
The player can drill into the result to see which of their own words and phrases drove the profile and what taste each one mapped to.
- 5
The player shares the finished flavour back to their own social feeds, the pass-along mechanic that drove the campaign's reach.
- 6
The player can run the process again, connecting additional accounts or re-flavorizing outright to get a different result.
- 7
Flavours created within the campaign window count as contest entries; the small number judged most compelling are physically produced, packed into personalised pints and sent to their creators.
