Our intent was to break through on Black Friday. Tweetducken employed Twitter -- where people were already bragging about Black Friday hauls -- and invited consumers to interact with our brand via a simple game that involved three collaborative re-tweets.

The ones who responded to Tweetducken challenge in the most creative way were rewarded with exclusive holiday-themed content (like a personalized Christmas carol) or free Samsung products.

The plan worked. In a big way.

Key KPIs of Engagement Rate and eCost per Engagement (eCPE) were 400-460% above industry benchmarks for Twitter, 18.9M Impressions served, $195.7K equivalent of advertising gained through organic and earned efforts and 136K Direct interactions with Samsung were created. A brand who had previously barely made a peep, was now getting organic engagement from shoppers and influencers on social during this important shopping holiday.