Nutella, the original creamy, chocolaty hazelnut spread from Ferrero, is a cult brand worldwide. Well represented in the social Web, Nutella boasts 500 groups of 5,000 members on Facebook; and fans have uploaded more that 600 videos to YouTube. Ferrero, the international confectionery giant, challenged Nurun to grow and leverage this devotion to directly benefit the brand.

Rather than build a conventional brand site which would put Nutella "on" the Web, the team's new concept positioned the brand "in" the Web, as an active player. Leveraging the tools and apps of the social Web - from Flickr and YouTube to blogs, feeds, Google Maps and streaming radio - Nurun created Nutellaville, a distinctive community that is home to the digital content generated by Nutella and its fans. At once a brand initiative, a consumer resource, a fan base, an entertainment hub and a social experience, Nutellaville is the center of a dynamic web of interactions. The heartfelt, imaginative photos, videos and other tributes provided by Nutella devotees demonstrate more authentically than any ad could do, that people regard Nutella as a part of their lives. The volume and diversity of the user-generated content validate Nutella's status as a "love mark."

Nutellaville is one of the first websites in Italy to showcase "Brand Generated Content." This multimedia interaction platform transforms Ferrero’s heritage into a unique online experience, through a distinctive Web interface that creates a strong link between the real and the digital world. Nurun is the architect and developer of Nutellaville. The agency gathered and selected brand-related content from all around the social Web, to create an ever-evolving aggregate on the Nutellaville platform. All content is managed through the use of Web 2.0 tools. The charming, cunningly detailed interface is composed of players and screens, named for city landmarks: Cinema, Newsstand, Art Gallery, Market, Stadium, which present (respectively) videos created both by users and by the brand; photos by fans and vintage Nutella ads; promos and recipes for breakfasts and snacks; and high-profile sporting events sponsored by Nutella. Visitors navigate the site by means of a simple system similar to that of Google Maps.

Nutellaville currently boasts 23, 342 (and counting) registered residents.