We realised our target was in the unique place of having just graduated and being bright-eyed, but facing a bleak job market. We called them Generation Unemployed. And we felt badly for them. So to both lighten the mood and help them out a little, we created an online home for them to share ridiculous job search stories via Twitter. 1000 people won Golden Grant stimulus packages: a year’s worth of Golden Grahams. We also animated the funniest stories, fueling job searches with laughter AND sustenance. The site was spread solely via a social syndication plan with 0 paid media.

In just 3 months of the promotion with 0 paid media, Golden Grahams has gained 15 thousand friends, followers, and subscribers on social networks, where previously it had no official presence or fanbase. The sweepstakes earned the brand 150 thousand site visits with an average of more than 4 minute spent on site, 2.5 million video views, and 25k entries. It generated buzz within our target audience, earning more than 7 thousand social media mentions with brand and campaign sentiment being 99% positive.