The Science

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Challenge

Retailers spend so much time fixated on the holiday season, they often undervalue the post-holiday period. We transformed returning gifts into an opportunity by using it as a vehicle to reinforce Qwest’s status as an innovative telecommunications provider, thus highlighting how their services allow customers to connect more effectively.

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Solution

Using the well-known tradition of the white elephant gift exchange, we encouraged customers to share and swap their worst gifts, and along the way, take advantage of some exclusive post-holiday offers. This would evolve the Holiday notion to fit in with the mindset of today’s consumer. A common arena for letting off steam is online. Consumers engage with others over social media to find good times and good people. Right after the holidays is the perfect opportunity to up the connection and the fun. When most retailers were moving on, Qwest could effectively extend their holiday message by engaging customers in a dynamic and experiential online environment.