Jet.com is a shopping site where you rack up savings for the things you buy. As part of the site’s launch, we introduced their “Smart Cart” function by celebrating it with Jet Spree, a one-day, digital response campaign, where we created over 50 on-the-spot video celebrations for customers. For the day of the spree, as customers checked-out on Jet, they were asked if they wanted to become a part of the spree. In the studio, we immediately received the carts of anyone who opted in and we went to work. We wrote, rehearsed, shot, edited and posted celebration videos for over 50 carts, using over 10 types of talent, like an barbershop quartet, live turtle, wind up toys and yodeler. The spots were not only sent back to customers within an hour of checking out, but many of them were then used across the web in paid media placements.

The experience was choreographed for 4 weeks leading to the Spree, but the activation itself happened in one day. In the days before, we announced Jet Spree using Jet.com’s social channels, letting people know a celebration was coming. On the day of, we not only took over Jet.com’s homepage, but anyone checking out on Jet.com was asked to opt into Jet Spree. To help drive traffic even more, we delivered Jet Spree videos to the press early in the morning. Starting at 9am, carts started rolling in, and for the next 9 hours we wrote, rehearsed, shot, edited, finished, approved and posted over 50 Jet Spree Celebration videos based on shopper’s carts. Each cart was also directly sent to customers. A selection of the videos were used throughout the day, and in the weeks to follow, for paid media units all across the internet.

In just 8 hours this campaign did what many don’t do. By the end of the day, the Jet Spree videos got over 27 million impressions and 2.7 million views. But most importantly, Jet Spree was able to hit its main objective, driving traffic to Jet.com. Because participation in Jet Spree meant having to shop on Jet.com, the shopping site got 5,720 new member sign-ups during the Spree, a 93.3% increase for Jet.com since the site had launched 2 months before.