Visitors of Peijnenburg were triggered to create their ideal combination. First, the type of Peijnenburg gingerbread was chosen. Secondly, there was a choice of different topics and ingredients and eventually you could choose a name for your combination.
All entries were instantly shared on their Facebook Timeline in an original way. They were also stored in a Facebook tab, in which also all Facebook friends could see the combination.
Within days, there were more than 2000 unique Peijnenburg combinations created.