Seth Sternberg, CEO of Meebo, believes that a mix of social and digital produces an awesome interaction between paid and earned media. Hershey's ran a program where users designed a Hershey's kiss to send to their friends. Hershey's drove awareness of the brand to a relevant target demographic, and social drove users to share it with one another. Not only did people engage with the brand to build their own Kisses, they shared the program with friends.