ABOUT

Brief: Demonstrate the digital and social expertise of the We Love Digital team to clients, potential clients and suppliers.

Insight: People like to connect around Christmas time – catching up with old pals, colleagues and family members. With a distinct lack of snow threatening a not-very-white Christmas, we didn't want people to lose out on all the fun of a snowball fight with friends.

Idea: We created a seasonal site that allowed users to fling a virtual snowpixel at their friends via Twitter. By throwing ‘snowpixels’ at our clients, potential clients and suppliers, we didn’t just surprise and entertain them; we demonstrated the social knowledge and expertise of the We Love Digital team. After receiving heaps of interest, the challenge really started to snowball throughout the Twittersphere.

Results: With over 2000 snowpixels thrown during the two weeks leading up to Christmas, we managed to ‘hit’ all of our targets. The #snowpixel Challenge provoked open warfare – Brand Republic challenged Campaign magazine, and even Noel Fielding joined the battle, spreading the word to over 400K followers.