Within two days of announcing the program, traffic on johnniewalker.com more than tripled. As the guys used the program to spread cheer, activity lit up across the channels. The mobile apps had an average engagement of around three minutes. Engagement with Facebook apps was nearly four minutes and 6.2 pages per visit. Facebook fans grew by six thousand.

Most impressively, more high-value consumers signed up to be Striding Man Society members during the campaign than at any other point in the previous six months.

Johnnie Walker wanted a happy holiday. We delivered.