We created Facelessbook, the first anonymous social network. This app 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. Fans could play by sending secret messages and virtual presents to their friends all through the Holliday Season, daring them to guess their secret identities. Participants had to create a secret profile, with a nickname and secret profile picture, and could invite up to five friends and learn how to make secret Christmas recipes using Nestlé products. Every present, message, comment or like counted as points, without ever revealing the Secret Santa’s true identity. Friends who got more involved in the virtual game would win a real present, delivered home by Nestlé with the disclosure of their Secret Santa’s secret identity.

2,637 people used Facelessbook to play Secret Santa on, inviting 7,647 friends, with a total of 4,0586 interactions. Nestlé’s Facebook page got 4,781 new fans, by far the biggest monthly increase all year.