In the Philippines on Facebook, Instagram and Twitter, Hershey's "will be using real-time marketing to identify the ups and downs of our everyday moments" and then responding with Happygrams: messages written on virtual chocolate bars.
Fans can create and send their own Happygrams at www.hersheyshappygrams.com. Some will see their own words appear on real Hershey bars in stores.
The brand’s first digital campaign in the market, Happygrams runs through 31 January, 2016.