The objective (from March 2021): Develop a breakthrough tagline to engage consumers for a post-COVID world to get back out and experience life.

The solution: So #@$%ing Ready.

Why it works: It distills the national conversation into one line that expresses the frustrations of 2020. It recognizes that we’ve missed out on a year's worth of experiences, and that we’re collectively ready to explode with joy once COVID is over. After a global pandemic, we're not just a little-bit excited to go out. We're... So #@$%ing Ready.

The results:

• 630,000+ consumer sweepstakes entries 

• 108,000 new email subscribers 

• 1,000s of local business nominations

• 300k purchases and $1.2 million in sales (exceeding our metric by 25%) 

• And nearly 5 million social engagements, exceeding our goal by 1800%.