Assignment
Get people into the spirit of Christmas…in August.
Solution
We decided to spread the true meaning of Christmas – giving. We turned Radio City Christmas Spectacular’s “Christmas in August” event into a summer-long campaign to support the Garden of Dreams Foundation. Fans could “kick” with the Rockettes live or online, with each kick contributing free tickets for Garden of Dreams families.
Results
In the end, we reached 1,000,000 kicks and thousands of families received tickets to the show. Website traffic increased and the Facebook fan base grew by 41% in the first week of the campaign alone. Ticket sales goals were surpassed, but most importantly, we encouraged the true spirit of Christmas across the nation when most people are thinking about sunshine, not snow.