Black Friday is arguably the biggest day for consumer electronics companies and their retail partners. Samsung is no different, of course. So to help Samsung (and their consumers) have the Best Black Friday Ever, my team at R/GA developed a fully integrated campaign that crossed Digital, Social, Direct to Consumer and In-Store channels.
Integral to the the success was the "Tweetducken" - a Tweet, inside a tweet - inside a tweet. Essentially a call and response game where we turned a small group of tweets from our consumers into real-time video responses. We found a group of incredibly talented improv actors to help write and perform tweets in the form of Christmas Carols. From the time we received the Tweet to the time we published the final video was less than an hour. Needless to say, it was a long day.