Craig, our conspiracy theorists was our main outlet for getting the story out to the public. In 2013, we spent the first year building his social following on Facebook and Twitter. In 2014, Craig started a conspiracy site, http://clausconspiracy.com where he shared his evidence. Using paid social to boost key pieces of evidence was critical in hitting the masses. Craig released a trailer for a new reality TV show called The Claus Conspiracy that was inspired by his work. Public relations efforts in key markets, trade publications and with holiday-specific outlets helped spread the word about the conspiracy and CSX.

The Claus Conspiracy received over 12.6M PR impressions and over 5M social impressions. There were close to 30,000 visits to Craig’s website and we grew Craig’s social following by 250%. Sentiment for the program was over 90% and reactions from employees, families and rail enthusiasts were incredible.