Christmas 2009 was fast approaching and instead of the usual e-card or chocolate gift I thought it would be good to be a little more creative and use the power of social media…and so Kevin was born.
The concept behind this campaign was that we’d make Kevin the Turkey a Christmas celebrity, not by sticking him in the BB house but by giving our clients and prospects (and anyone else who stumbled across him) the chance to decide his fate…Save him or Slay him.
To get the message out to people, I thought it would be fun to send them a person message from Kevin in the form of Turkey poo. I didn’t completely lose the plot and ask the farmer to start gift wrapping after Kevin’s dinner, instead I arranged for 600 bags of toffee crumble to be logoed up and tagged as poo.
All the sticking, boxes, tagging and bagging was worth it though…the bags looked fantastic and the feedback from clients was brilliant. The creative team did an excellent job on the website design (below), allowing people to vote once a day to decide his fate.
The uptake on Twitter and Facebook grew well, people started interacting with Kevin and having real passions to eat him (obviously not a lot of turkey fans out there!) but the voting keep us in suspense as one day he was off to the petting zoo and the next day ready to get covered in cranberry sauce!
On the 23rd December 2009, his fate was decided…everyone wanted him slayed! But we’d all grown attached to the little fella so so we decided to set him free and donate £1335 to the local homeless shelter – St James – so they could all have Christmas dinner on us!
The campaign was a great sucess, Kevin had 150 follwers on Twitter and 116 fans on facebook – not bad for a Turkey.