CLIENT
CarMax
Laura Donahue, VP, Marketing Services
Carin Slisz, Social Media Specialist
Malissa Mackenzie, Senior Manager, Creative Services
Britt Farrar, Social Media Strategy Manager
Catherine Gryp, Public Relations Manager
AGENCY
Laura Donahue, VP, Marketing Services
Carin Slisz, Social Media Specialist
Catherine Gryp, Public Relations Manager
Britt Farrar, Social Media Strategy Manager
Malissa Mackenzie, Senior Manager, Creative Services
Horizon Media
Miriam Hughes, Broadcast Business Affairs Manager
Nicole Roman, Account Manager
David Sloan, Copywriter
Will Dean, Group Creative Director
Bliss Alexander-Smith, Photographer
Carolyn Petty, Senior Print Producer
Nick Brenton, Senior Broadcast Producer
Kerry O'Connor, Senior Strategist
Gretchen Walsh, Managing Director, Durham
Stephanie Witchger, Studio Producer
Nick Adcock, Director / Editor
Alissa Sheely, Account Director
Lyle Yetman, Group Creative Director
SUMMARY
The “Getting Greenie” social campaign was intended to harness the momentum of a viral video and engage with it in real time. We accomplished this by creating our own video and tweeting it out within 29 hours. Not only did it make its own waves for CarMax, it amplified and extended the life of this viral moment. And in the end, we were able to organically insert CarMax into the conversation in an entertaining way that people responded to. Real time. Real life. Real results for the brand.
