Our legal challenge was with regards to alcohol consumption at a free, branded event, and promotion of said event. We had to limit consumption to one drink per guest, and couldn't mention Absolut or the venue on invites until guests had verified their age on an age-gated page.

We promoted the events via dedicated emails to our mailing list and social media audience. We also had promotional partners and talent (like DJ Questlove) support us via social media when possible.

In 2013, over 8,000 attendees danced during their lunch hours and raised enough money for more than 65,000 meals for those in need. We scored 214.6 million earned media impressions thanks to press from NY Times, Good Morning America, Forbes, Telemundo & more.