Our promotion had three pillars to connect with audiences.

First, we invited consumers to 'Go Nuts,' taking over the iconic Nuts-4-Nuts carts around New York City.

Second, we launched an online promotion with popular humor site Someecards to promote 'Mompliments'— the type of backhanded compliment that only a mother can deliver — giving fans five different cards to share with their friends.

Finally, with the help of SNL's Fred Armisen, we turned the traditional book trailer into a piece of viral entertainment.

The nut carts paid off with two full weeks of street-level branding at 10 of Manhattan’s busiest locations. More than 35,000 bags of branded nuts were sold during the activation. On launch day, we gave away 3,000 bags.

Over 1.3 million fans saw, liked and shared our Somecards across social platforms, making it the most successful campaign Someecards has run in this category.

Our book trailer received 400,000 views during the first week, along with appropriate 'Lowbrow Brilliant' rank in New York magazine's famed 'Approval Matrix.'

Best of all, the book debuted on the New York Times Best Seller List.