As a gesture of goodwill towards its homeland, Reyka wanted to wish a Happy Holidays to everyone in its home country of Iceland. And to make it more personal, we wanted to wish it to everyone individually.

Even though there are 330,000 people in Iceland, the Icelandic Naming Consulate (that’s a real thing) has a list of 4,600 “approved” Icelandic first names. So that’s what we went with.

Given the nature of the effort, we decided it would be fun to perform the stunt LIVE on Facebook. As it so happening, the end of the workday in Iceland coincides with lunchtime in much of the US, giving us the perfect opportunity to go live.

It took Frikki, Reyka’s official well-wishing Icelander, about two hours to get through all of the names.

We had an Icelander named Frikki speak on behalf of the brand.

While there was no script, he had the book of approved 4,600 "approved" Icelandic names from the Icelandic Naming Consulate, and general guidelines to follow over the course of the stunt. We predicted he would take anywhere from 2 to 3 hours to complete the well wishes. But we had no way of knowing what unpredictable issues might arise - like an unscheduled bathroom break. However, we had contingency plans in place for such instances.

Due to the nature of Facebook Live, we couldn't promote the video while it was happening, but we had used promoted posts leading up to the event. We relied only on pass-along value once the video went live.

As stated above, at the time Facebook Live didn't allow for live videos to be promoted, so we relied on pass-along and shares to gain traffic.

Over the course of the event (which was split into two videos) we achieved over 700 shares and 140,000 views. With overwhelmingly positive commentary both from Icelanders and Americans.