We were awestruck to find a veritable torrent of love for Wheat Thins flowing through social media. We immediately had this idea: surreptitiously track down these Wheat Thins fans and surprise them with a little comedy based on their social media comments. The goal would be to record real consumers love for Wheat Thins and broadcast that love to the rest of the world…a 2010 new media version of a testimonial. As anyone who tweets or posts regularly knows, the one thing you DON'T expect is for your random tossed-off utterances to have any consequences. They do now!