Awards:

Silver Lion - Digital & Social: Response/Real-Time Activity
Gold Pencil - Craft: Response / Real-Time Activity / Response
Bronze Pencil - Consumer: Branded Social Campaign
Webby - Best Use of Social Media

Every holiday season, Reese's releases special edition Reese's Trees. But one year, Twitter users noticed something was a little off. The trees looked like turds. Blogs, news sites, and even TV shows quickly picked up the story, officially making Reeseā€™s Trees a controversy. Our challenge was to spin the conversation away from how our product looked and towards how great it tasted.

Our follow up posts turned the conversation away from the controversy, and towards a fun, lighthearted response. Just what the internet wanted.