Kraft Foods' Toblerone has lunched the ?Play it, Forward it, Share the Gratitude' mobile promotion targeting the digital generation -- students and young workers.

The campaign encourages consumers to extend gratitude to loved ones by uploading mobile video and text messages and have them broadcasted on digital walls in Greenbelt and Bonifacio High Street in the Philippines. There is a Web site for the Toblerone ?Play it, Forward it' promotion with brand information, details about the promotion, upload and entry forms, desktop widgets, contact details and tallies of uploaded videos, texts and votes.

"The strategy behind the Toblerone campaign is to develop brand awareness for its new product -- Fruit & Nut -- directly to the location of targeted audiences using personal media -- mobile and social networks," said Frederick Saurat, cofounder of The TMS Way Ltd., Hong Kong.

"So far, the campaign has gained positive results in terms of imaging and ROI," he said.

Toblerone is a chocolate bar made by Kraft Foods Switzerland. It is best known for its triangular chunks (representing the Matterhorn in the Swiss Alps), its distinctive packaging, its prism shape (triangular prism or pentahedron) and its ubiquity in airport duty-free shops.

Complementing its self-service platform, The TMS Way provides services for media such as StarTV and TV5Monde; ad agencies Ogilvy, Mindshare, Starcom and Havas; and for brands such as Nike, Motorola and Citibank.

From the Toblerone campaign site, consumers can send their thank you videos and text messages to the mobile phones of families and friends.

For the contest, Toblerone will select the best thank you uploads with prizes for both video and text-message winners. Consumers can win an iPod Touch or an iPod Nano.

The campaign is using the original 1D bar code on the candy's packaging in order to connect to the TMS search engine. Submitting the ID code to the TMS search engine offers direct access to a discount mobile coupon.

TMS also created a social application for Toblerone's campaign and placed it on two social networks -- Facebook.com and Friendster.com.

Consumers can send a Toblerone reward from Facebook or Friendster to friends' mobile phones.

The campaign is currently running.

"Our TMS Factory erases the pain of campaigns via new media by developing and synchronizing the campaigns to different platforms: the social networks (such as Friendster and Facebook) and the mobile (connected to different mobile operating systems) offering consumers a practical way to interact between the platforms," Mr. Saurat said.

"Our factory provides our clients the data, statistics and analysis of their campaigns in real time," he said. "This way, our clients can monitor how far their campaigns have impacted their target audiences and if goals are exactly achieved."