NESCAFÉ Dolce Gusto introduced the first Social Christmas Tree: a technological Christmas tree installed at Milan's Central Station and connected to Facebook through live streaming. People could switch on a Dolce Gusto capsule to display their picture or that of their friend on the Tree.

A success both offline (over 900,000 people attended the live event) and online (more than 250 articles appeared on blogs and main newspapers) that increased sales by 52% compared to December 2010.