Beloved in the Pacific Northwest, Tillamook County Creamery Association was ready to spread the love of its cheese to other parts of the country via a national Loaf Love bus tour.  As part of Tillamook’s interactive strategy for the tour, theGOOD was tasked with engaging the nation’s passionate community of cheese consumers and introducing them to Tillamook in cities across the country.

The challenge was to create an experiential website that showcased elements of Tillamook’s tour, while enticing consumers to engage with, and share, content via social media. theGOOD responded by  concepting, designing, and developing a socially-engaging mini-site — complete with a full client content management system — that interfaced and shared data with Flickr and  Facebook.

On the mini-site visitors are able to view user-generated photos and videos from each tour stop, send user-generated cheese poems to friends on Facebook, upload photos to Flickr and Facebook, enter photo contests, and follow the tour using an interactive map.

The mini-site also aggregates real-time data from a Facebook application and displays it in a heat map visualization that lives both on Facebook and the site. On Facebook fans are encouraged to “Share The Loaf”, creating loaf notes that they can send to friends and post on their wall.

By  leveraging the mini-site, Tillamook increased its brand visibility on multiple platforms, engaged users to share content, increased its user base, and most importantly sold more cheese to  new and expanded geographic markets.