"Hero Dollar" is a viral effort created to support the Sears Heroes at Home Wish Registry, based around the idea that every dollar has the potential to be a hero.Launched this holiday, the Wish Registry's goal was to help 30,000 military families get the things they need most. It's staggering that these families who have given so much are struggling for simple holiday gifts like shoes, coats and sweaters.

So while the program had lots of traditional support, we felt that this cause had huge potential to spread organically through word of mouth.