Historically, Nestle invested in product sampling at large scale events. At this large festivals, the Nestle brands competed for consumer attention with hundreds of other brands and had a very high investment in handing a product sample to a limited group of consumers. AIM created technology that enabled Nestle to participate in events that consumers hosted. Being the only brand at these events, Nestle was the center of attention. Leveraging technology and social media, Nestle was able to deploy a highly targeted, nationwide program at scale.