This Easter, we created a commercial for PEEPS with the tagline "Express Your Peepsonality." It was targeted to the PEEPS mom who is always on the lookout for kid-friendly crafts, recipes, and activities. We then took the campaign further, creating a web video leveraging YouTube annotations. The video acted as an interactive user-guide, enabling consumers to link to the PEEPS possibilities mentioned in the commercial. Mommy bloggers wrote sponsored posts, and an embedded email blast drove views. The platform inspired consumers, the media, and even celebrities to express their Peepsonality. In three weeks, the campaign generated 723 million PR impressions.