People don’t believe Fiber One products are high in fiber because they taste great. We extended the offline campaign into the digital space by inventing I.D.S. (Irrational Disbelief Syndrome), a condition where normal people have a hard time believing in things universally understood to be true. Hosted by the eccentric Dr. Taggert Bane, users visiting the site can watch/share videos of the patients, take disbelief tests and even experience a virtual trust bridge. In the several months its been live, the site has helped to drive over 450,000 Fiber One samples and encouraged a lot of people to question their disbelief of tasty fiber.
Link:
http://www.copingwithdisbelief.com
http://www.facebook.com/copingwithdisbelief