• Promo Magazine, Tuesday, May 27, 2008 9:30 AM

Hershey's is experimenting with a different approach to marketing some of its new products: Chocolate house parties.

In order to promote its new Bliss line, Hershey's staged 10,200 "House of Bliss" parties over the April 25 weekend. At each event, hosts invited friends and family to share stories of their own personal bliss while sampling three varieties of the bite-sized chocolate. Stories, photos and videos were posted online to spread the news about the events and attendees' reviews.

More than 129,000 people attended the parties, which generated more than 22,000 digital photos and 15,000 blog entries. Attendees received goodie bags and giveaways from hosts, including grocery list pads, pens and fridge magnets.

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