Black Friday is still a retail holiday, and in 2013, our founder was on the team that helped consumer electronics brand Samsung create the #BestBlackFridayEver. How did we do it? We built a fully integrated campaign covering digital, social, D2C, and in-store channels.

Integral to the success was the “Tweetducken” — a Tweet, inside a tweet — inside a tweet. By creating a call-and-response game where we turned a small group of tweets from our consumers into a range of real-time digital responses, we were able to disrupt the already busy Black Friday conversation by surprising and delighting shoppers during their busy day. The creme de la creme of responses was customized Christmas carols based on the user and their tweet, once again delivered in real-time.