The first part was internal, referring to our classic contacts who would receive a normal paper version of our greeting card. We preferred an incrementing strategy, leading to larger experience: 1/ see and enjoy the end result created by others, 2/ take a look at the sent 'Tweeshes' and discover the network of people participating actively, 3/ become part of that same network by actively creating content and promoting 'Tweeshes' at the same time. To create more content (Tweeshes), we tried to suck in the group of outsiders (non-contacts) by showing them the interactive experience and dynamic end-result of a group.

Towards our contacts the campaign was perceived very well, but especially towards the external group it was very successful. Although the microsite was BBDO branded, '#tweeshes' was picked by Twitter-users from around the world sending their friends their wishes by using our hashtag. In total the website was visited 7175 times by 6358 visitors.Most of the visits were viral, coming from Twitter- and Facebook shares: 62,58%Average visitors time was 2:34min.