We created Facelessbook, an app that allows you to play Secret Santa on Facebook, turning a place where you go to share into a world of secrets and subverting the whole concept of a social network. Participants had to create a secret profile, with a nickname and secret profile picture, and could invite up to 5 friends. Fans could then play by sending secret messages and virtual presents to their friends all through the holiday season, daring them to guess their secret identities.

2637 people used Facelessbook to play Secret Santa, inviting 7,647 friends, with a total of 40,586 interactions. Nestlé’s Facebook page got 4,781 new fans, the biggest monthly increase all year, by far exceeding the client’s expectations.