Knit the Season
Together with its Fortune 200 parent company, NRG, INC., Reliant works to simplify and enhance the way consumers power their homes, businesses, and lives. Each year, Reliant provides 23 million megawatt-hours of power to U.S. retail customers.
Reliant asked Amuse Digital to build on the success of the previous year’s holiday campaign by creating another microsite to encourage current and potential customers to engage with Reliant and build general brand awareness while driving charity donations.
Strategy & Implementation
Amuse developed a new campaign to share holiday cheer, thank current Reliant customers, engage consumers, and spread brand awareness across the Houston market. In line with the previous year’s strategy, we created a socially sharable campaign aligned with the giving spirit of the season.
We refreshed the giving campaign as Knit the Season. Users created their own avatar, then we challenged them to create an uglier sweater than their favorite sports stars, including J.J. Watt. For every social share, Reliant donated one dollar to charity.
After a successful campaign the previous year, Amuse created a brand new microsite. This time around, the campaign was built around a beloved holiday tradition: the ugly sweater. The microsite directed users to personalize their own avatars, then challenged them to generate an uglier sweater than their friends. We also created pages to give tips on how to save energy during the holidays, highlight upcoming Reliant events, and feature a special Naughty or Nice promotion.
The Knit the Season Campaign was heavily dependent on custom graphics. Amuse created dozens of illustrated variations of different facial features for the avatar builder and dozens more options for ugly sweater decorations. Our team created additional illustrated elements for a digital greeting card generator to give the entire campaign a unified look.
Amuse also leveraged existing celebrity likeness-use arrangements between J.J. Watt, Patrick Beverley, Jason Witten, and Reliant. We illustrated each star as an avatar to attract the attention of area sports fans to the ugly sweater generator.
We retained the social sharing incentive from the previous year. With every share via social media or email, Reliant donated $1. For this campaign, we moved from a selection of charities to focusing solely on driving donations to the Salvation Army.