Nature Made Vitamelts

How do you launch a new category of vitamins that taste great and melt in your mouth? With a virtual experience iAd of course.

Users submitted a selfie of their tongue for a “flavor fortune reading” and got a specific VitaMelt recommendation. People could share their readings–and their tongues–via Twitter.

The promotion exceeded Apple’s engagement benchmark by 140% and resulted in almost 50,000 location-aware searches for product availability. It also led to several severe addictions in our creative department. (Creative Director) AD: Tonya Merke CW: Josslyn Mikow