To show the freshness of Migros products, we created the first interactive reality game show streamed live from a hen house. We put “Chocolate”, the brown chicken made famous in Migros TV ads, and four white chickens together in a hen house, which was followed by five live­-stream webcams. Every day, participants could place bets on two things: which chicken would be the first to lay an egg the next day, and what time Chocolate would lay hers.

During the four week campaign (23 August through 19 September 2010), 10,500 people participated as registered users. They placed 60,000 bets on the chickens, and Chocolate gained 5,100 more fans on Facebook.