A virtual coffee-plantation game, Nescafé Coffee World, where subscribers completed an entire production cycle from seeding to finally getting a cup of coffee. Those able to produce the cups of Nescafé entered a prize draw; the more cups they got, the more chances to win.To speed-up growth of the players' community, a platform was implemented in partnership with the largest online Romanian women’s community: www.eva.ro, with 1.17 million unique visitors in February 2010. Online advertising and social media (Facebook and Twitter) were employed in connection with game platform to quickly spread the information.Players obtained resources to use with each stage of the process by inviting friends to visit the coffee plantation; each new visitor was invited to take part in the game thus feeding the viral mechanism.Other resources could be obtained only by correct answers to various questions about Nescafé; each player had to research day-by-day information and educational content.

During the two months of the project:5,170,798 unique visitors on Nescafé Coffee World (out of the 10,000,000 people online in Romania).155,689 accounts created.957,217 coffee cups produced in total.38,000 likes on Facebook.3,000 followers on Twitter.10.7% of coffee consumers associates Nescafé to 100% natural coffee and 8.8% with "rich in antioxidants" (July 2010 Nestlé Romania Brand Tracking Survey / GfK).13.6% increase of value market share in the first four months after project starting date (AC Nielsen Retail Audit, June-July 2010 wave).