Smirnoff Raw Tea needed to make a big splash, with very little money, in a Northeast test market during the peak summer months. So we utilized an alternative channel: viral video. To make it resonate, we decided to celebrate the people who summered in our test market through a hip hop video. "Join The Tea Partay" was born. Our insight was dead-on because the video had more than 2 million hits in its first five months on YouTube and has appeared in The Wall Street Journal, The New York Times, Good Morning America and CNN... to name only a few.