In the wake of experiencing the devastation of Hurricane Sandy firsthand, and just a few weeks before the holidays, we wanted to use our talents for the greater good—using the annual agency holiday card as the platform. Our strategy was clear: it’s the simple holiday joys that matter most. This led us to a simple idea, with a far-from-simple execution. We transformed one of our agency conference rooms into the first-ever, live-broadcast, Tweet-powered, donation-giving snow globe. We called it Twinter Wonderland. Case Study: #TwinterWonderland from 360i on Vimeo. We built the set from scratch, replacing the furniture with up-cycled logs from Hurricane Sandy felled trees, hung a “festive" wintry wall mural, dressed the set with all sorts of props, and provided costumes for anyone who wanted to hang out in the snow globe. By rigging the snow machine an connecting it to Twitter, every time the public tweeted a message of holiday cheer using the #TwinterWonderland, the snow fell in our globe and the agency donated $5 towards Hurricane Sandy relief. We live-streamed the snow globe activity for four days on TwinterWonderland.com, as hundreds of 360i employees hung out in the globe—they danced, roasted marshmallows, wore penguin suits, had dinosaur fights and interacted in real time with the tweeting masses. The experience not only garnered lots of industry recognition, it caught the attention of Whoopi Goldberg and Justin Bieber's head of marketing, proving we were able to make a connection beyond just our peers—a rarity for agency holiday cards. As the last snowflake fell in our snow globe, we had generated more than 8,000 #TwinterWonderland tweets, streamed more than 3,000 hours of action from the globe, and welcomed site visitors from 77 different countries. Most important, we raised $50,000 for Hurricane Sandy relief.
