The creation of a fictional conspiracy theorist and his quest to build a case disproving that Santa Claus relies solely on magic reindeer to deliver goods with uber-efficiency. An extensive collection of written, physical, audio and video evidence was created to support Claus Conspiracy. To give the conspiracy further credence, CSX social posting denied, with a nod and a wink, any involvement.

User engagement on the CSX Facebook page increased 430 percent. The immeasurable result was the goodwill, participation and unity generated among the 32,000+ employees of CSX during one of the railroad’s busiest times of the year.