The Live Groundhog Predict-a-thon unfolded in real time on Facebook and Twitter. When people asked the groundhog a question, it was posted on their wall and broadcasted to their friends. If someone asked us a question through Twitter, we responded directly to their Twitter profile.

At the end of each day, we created a highlight video and shared it with our 2.3 million followers on Facebook and on our YouTube channel.

The Predict-a-thon was promoted through TV bumpers and radio ads, all driving traffic to the social experience.

• Average engagement time of more than three minutes

• More than 2,700 questions asked and predictions made

• More than 97,000 interactions

• 122% increase in web traffic

• 331,000 social media impressions

• 1,910,643 owned impressions

• 23,901,993 earned impressions