The FMCG brand will be the second brand to use the format, which asks users to input their address in order to receive products or information from advertisers.
Fiat was the first brand to use it in the UK, last week launching a campaign to get people to sign up to receive brochures
The marmite campaign goes live next week, asking users of Facebook to input their addresses in order to receive samples of the cereal bars. They will then be asked to join Marmite’s Facebook page and report on whether they love or hate the new product.
Amanda Smith, interactive marketing manager at Unilever, said, “This reflects Marmite’s commitment to harnessing social media and playing in the spaces where our consumers already spend lots of time.”
Stephen Haines, UK commercial director of Facebook, said, “Being able to build a two-way dialogue with prospective customers and gain insight into this audience in terms of their likes, interests and beliefs will also help these brands to develop a more powerful, lengthy and profitable relationship with consumers.”
This story first appeared on newmediaage.co.uk