This supermarket chain used email as a way to connect and activate its fans, both in the email content and through heavy Facebook integration. The four-week Holiday Bake-Off Promotion coincided with the winter holiday season. The campaign encouraged people to submit their favorite recipes using Food Lion’s Facebook tab. Once people submitted their recipe — in one of four categories — an email was triggered, real-time, using an API call in ExactTarget. The email had the user-submitted photo and the recipe in a shareable format that linked back to the brand’s Facebook page.