THE CHALLENGE
Every year, Slack and Company creates a holiday card to wish good cheer to our clients and friends. The challenge was to create a card that would generate more interactivity. This card featured “Slacky,” a snowman with the head of the CEO, Gary Slack, himself atop its frozen body. We encouraged recipients to take whimsical photos of their “Slackys” in various environments and upload them to the holiday microsite. There, they could view and comment on photos and print pages of even more clothing and props to embellish their own personal “Slackys.”
THE RESULTS
Response was spectacular. Over a four-week period, 351 photos were collected from more than one thousand site visitors in 28 countries on five continents. On average, visitors spent longer than six minutes on the site, viewing almost 10 pages each. And more than half the site visits came from unique viewers.