With this crowdsourcing campaign, the Ritter Sport brand aimed to redefine the interactive web for their fans. The “Blog Chocolate” concept implied a new kind of crowd sourcing event, giving the brand’s fans full power over the development of a new product. Users were invited to invent a new chocolate product and submit it to a vote. The winning chocolate, Cookies & Cream, was then produced by the company. The campaign reached 30,000 Ritter Sport blog readers and achieved lively participation on all brand platforms – entirely without a media budget.