Best Entertainment Social Media Campaign

Leading up to the third season of "My Big Redneck Vacation," Country Music Television approached Carrot Creative looking for a way to increase viewership for the season premiere.

To drive viewers to watch the premiere, Carrot wanted to offer the ultimate viewing experience for the show's fans. The solution: My Big Redneck Recliner. Carrot imagined and created a chair that fans of the show would want to watch the season in - with mudflaps, antlers, a cooler, a blaring truck horn and more. We turned our prize into custom content. To show off the chair and promote the CMT series, Carrot created a Facebook application where fans could explore the chair's features and name the throne, becoming a part of "Redneck" and CMT history in a tangible, experiential way.

In a short 11 days, we had over name 9000 submissions from over 5000 unique users. Some of the contending names included: Freedom Farter, Chair Force One, Sunday, Sunday, Sunday, The Papa Bear Lazy Chair, Cruisin' for a Brew Son and Louisiana lounger. After 11 days of name submissions, CMT (in collaboration with Carrot) decided on the top 5 submissions and allowed users the opportunity to vote on their favorite name. After over 2000 votes were cast, the winning name for the recliner was announced on-air during the season premiere of “My Big Redneck Vacation.”

Contributors:

CARROT CREATIVE

Location: United States

About the Agency:

Carrot Creative is a digital innovator. The first social media agency, Carrot crafts experiences for brands to share with their consumers across interactive media. From strategic ideation to full-scale design and development, Carrot specializes in optimizing technology to facilitate compelling brand narratives and drive business results. Working with Carrot means immersing your brand in passion, determination and every (mega)bit of swagger you’d expect from an agency in DUMBO, New York’s Digital District. Carrot Creative is a preferred partner and developer for Facebook, Tumblr, Linkedin and Heroku. For more, visit: www.carrotcreative.com.