This social media driven effort sought to surprise people in the midst of a cold, lingering winter.
The campaign was led by a hero launch video, localized for each city. Then we weighed in on the social conversation in real-time with little pieces of “sunshine”—a.k.a. personalized meme replies, lighthearted jokes and select gifts from key stakeholders in Arizona. For instance: food and flower deliveries, spring training tickets and a chance to experience some of that sweet-sweet Vitamin-D with airfare vouchers and luxurious resort stays.