Mechanism of the game:
Users have to enter a specialized facebook application on the fan page of Piccadilly and to share their inmost feelings of love and affection to their beloved ones. There is an option to upload a picture and to share the message directly to other people facebook profiles. At the end of the game, 30 people chosen by raffle win prizes, provided by Piccadilly for the St. Valentine’s Day.

50 participants were rewarded with the biggest prize – their love messages received a wider field of expression. They are printed on a specially constructed board, called ‘Wall of Love’, copies of which are placed at 11 Piccadilly supermarkets in Sofia, Plovdiv, Varna and Veliko Tarnovo.

Aims:
- Increasing the activity and engagement of the facebook fans of Piccadilly
- Establishing positive image and loyalty among Facebook fans – all related with the positive romantic mood for the holiday;
- Promoting products in the spirit of the holiday

Results:
- For the time period of the game over 300 people shared love messages in the application. All of them were very sincere and touching.
- Feedback was entirely positive.
- The number of fans increased by 1%.
- The total reach of the campaign - more than 780,000.
- Number of people engaged during the promotion - 8 919.