This is a really unique idea by agency Buzzman in Paris. It’s a DM, POS, branding, drive-to-web and engagement campaign all in one – which I would have assumed to be impossible.
Milka decided to remove the last square from over 13 million Milka Chocolate bars and gave people the chance to claim their square back or give it to someone else. This in an effort to illustrate Milka’s brand promise “dare to be tender”. People would pick up a Milka bar and then connect through their smartphone, tablet or pc to the micro-site where they choose what to do with their last square.