Tourism Toronto, CP&B
Winter of 2011-2012
Increase traffic into the city of Toronto from out-of towners. smak was tasked to create an opportunity for visitors to showcase Toronto to their social networks.
CP+B asked smak to help create Torontoland, an interactive campaign that showcased Toronto as a beautiful place to visit. Eight-foot tall customized snowmen were constructed, wrapped and placed in strategic, picturesque areas of the city. To engage the target group to take photos of the snowmen and share them to their social networks, an incentive of $2 per photo shared would be given the Starlight Children's Foundation.
The campaign generated tens of thousands of social interactions and raised $50,000 (the maximum amount available) to the charity.