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Special Project

Special Project
From the 7th Annual Shorty Awards


Finalist in Facebook Campaign

Entered in Humor, Video


We needed to ask America some important questions. Maybe the most important questions of all. Questions like: do you prefer whole berry or jellied cranberry sauce? Mashed potatoes or mashed squash? In other words, where do you stand when it comes to the Thanksgiving traditions in your home? We put these debates to a vote in the Century 21 Facebook comments section, as well as their Twitter and Instagram accounts. We tallied up the votes and then blew up the losing traditions in videos featured on Facebook. Why? Because it looked cool.

Strategy and Execution

How do you make a real estate company relevant during the biggest American holiday? You blow things up. Several weeks prior to Thanksgiving, we used Century 21's social media channels to ask people to vote on their favorite turkey day traditions in their homes. People voted on important issues like jellied cranberry sauce versus whole cranberry sauce. The losing home traditions were blown up in a series of "Thanksblasting" videos released just a few days before Thanksgiving. People embraced the idea and without any paid media support our Facebook embedded videos earned over 100,000 views. It also helped that the videos were featured on Fast Company's Co.Create and were the most watched videos on AdAge's Creativity site during the week of Thanksgiving. Why? Because, again, people like to watch things blow up. It's not that complicated.


Video for Thanksblasting

Entrant Company / Organization Name


Entry Credits