We set out to make the Internet’s biggest and most social casserole. And with its endlessly scrolling pages, Pinterest was the perfect venue.

In an industry-first, we hacked Pinterest to make a crowd-sourced pinboard. Each time someone pinned the recipe, our casserole grew by a portion and the cost of a real serving was donated to a food charity. The recipe pin acted like a banner ad, inviting people to re-pin it to help it grow, and linked to our casserole board. We set an initial goal of 2,500 user-generated pins, which would deliver an estimated 25,000 visits to CampbellsKitchen.com.

In less than three weeks The Most Colossal Casserole surpassed all of our expectations.

Thanks to our fans, recipe sharing at CampbellsKitchen.com increased by 420% and, with over 25,000 pins, Green Bean Casserole became the most-pinned Thanksgiving dish of all time. We easily surpassed our donation limit ($10,000) and made the longest-scrolling food image in history.

With all the pinning, plus PR and earned media, the Most Colossal Casserole program generated over 50 million impressions, generated over one million new recipe views, and CampbellsKitchen.com traffic increased by 250%.