Headquartered in New York, 360i experienced the devastation of Hurricane Sandy firsthand. With the holidays approaching, we decided to use our talents for the greater good by turning our agency holiday card project - a staple in the ad biz - into a vehicle to help those impacted by the storm. We came up with a simple idea with a far-from-simple execution: transform an agency conference room into the first ever live-broadcast, Tweet-powered, donation-giving snow globe. We called it Twinter Wonderland.

Launch the campaign
Published
August 2013
Topics

The Story

Headquartered in New York, 360i experienced the devastation of Hurricane Sandy firsthand. With the holidays approaching, we decided to use our talents for the greater good by turning our agency holiday card project - a staple in the ad biz - into a vehicle to help those impacted by the storm. We came up with a simple idea with a far-from-simple execution: transform an agency conference room into the first ever live-broadcast, Tweet-powered, donation-giving snow globe. We called it Twinter Wonderland.

We built Twinter Wonderland from scratch, with up-cycled logs from Hurricane Sandy felled trees, a festive, wintry wall mural and all sorts of props and costumes for anyone who wanted to hang out. We rigged a snow machine to sync with tweets marked #TwinterWonderland and, as we worked, danced and played on the live cam, thousands of strangers from dozens of countries tweeted their support, with each tweet using the #TwinterWonderland hashtag increasing the amount of our donation.

The Technology

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    Social

    Facebook

    Twitter

The Results

The effort garnered a great deal of industry recognition and even caught the attention of influential people like Whoopi Goldberg and Justin Bieber's head of marketing. By the time the last snowflake had fallen in our snow globe, we had generated over 8,000 #TwinterWonderland tweets, streamed more than 3,000 hours of action and welcomed site visitors from 77 different countries. The effort used social to bridge the digital world and the real world – and most importantly, raised $50,000 for Hurricane Sandy relief.

8k

#TwinterWonderland tweets and subsequent press coverage generated more than 12.5MM earned media impressions in just four days (Source: 360i).

3k

hours of live video streamed to viewers in 77 different countries.

Launch Date Dec. 1, 2012