In December 2008, Kmart launched their first large-scale social media marketing campaign, choosing 6 influential bloggers to promote the Holiday Hoopla Contest. The campaign reached more than 2.5 million people and increased Kmart’s Social Media Index by 59%.

Since sponsorships and social media campaigns aren’t about advertising, I put together a proposal that didn’t include one single ad buy. We were going to do what we do best – create conversations and build buzz – but this time, we invited Epson to the party.