Aquafresh Extreme Clean – the toothpaste with micro-active bubbles – used real people in its TV spots, professing that “a mouth this clean can’t lie.” Our job: bring this idea to the social space with a fan-boosting Facebook experience.

We let real people come clean online with an app called Bubble Banter. Users could inflate their friends by sending a compliment or burst their bubble by tossing out a little truth. 

The results? Our Facebook fan base grew by 30% over 5 weeks and the app garnered 12,829 shares – that’s 6 shares per registrant.

Our registration rate out-performed historical UGC programs as well, with a whopping 67% of unique visitors participating. Chatter about Bubble Banter even vaulted to other social media platforms, including Twitter.

Not too shabby, given there was no paid media driving to the app.