Baldwin& Tempts Instagram Users with Deliciously Cruel Experiment for Videri Chocolate Factory

Celebrating its 10th Anniversary, Videri Chocolate Factory and Baldwin& gave away 10 chocolate gift cards. The delicious important detail here is that the value of the cards increases every day, so the longer you resist eating your card, the more it’s worth. A gift card worth $10 on day one was worth over $400 by the end of the promotion. 

The Instagram-based campaign content was shared over a three-week period reaching 135,687 users, 4X the number of users that Videri typically reaches.

With the success of the promotion, Videri has plans to roll out their Highly Edible Gift cards as an ongoing offering.

The cards went out to lucky fans on Instagram, who monitored @viderichocolate each day to see what their delicious gift card was now worth. To claim a prize, they posted a video of themselves redeeming their gift cards by eating them. 

Baldwin& group creative director Emily Watson said: “What’s more delightfully diabolical than giving people chocolate and then rewarding them for not eating it?”

Prizes included ever-increasing amounts of Videri chocolate packages, plus increasingly fun surprises, from Chocolus, the Chocolate Oculus, to a custom bust of their head crafted from 100% organic dark chocolate. 

“This was such a fun way to engage our fans, and help celebrate a decade of bean to bar chocolate,” said Sam Ratto, founder of Videri Chocolate. “I love that it went from being a social promotion, to a collaboration with our fans as we found ways to craft their prizes and meet in person.”