Elvis’ songs are known the world over. Even people who wouldn’t call themselves Elvis fans still recognize and appreciate his music. So we decided to breath new life into Elvis’ most classic records.

The Collingwood Elvis Festival saw a huge increase in social media activity—more than doubling their Facebook fans and seeing a 400% increase in Twitter followers. But more importantly, after years of steady decline, the Festival enjoyed its biggest year ever, bringing in record crowds and selling out more events than any previous year. The campaign introduced the Festival to a new generation of Elvis fans, integrated itself into popular culture and laid a foundation for the Festival’s next 20 years.