V wants people to get the most out of summer. So, they scraped their logo and replaced it with every letter of the alphabet. They then gave away $100k to crank up summer. All you had to do was spell out exactly what you wanted. Thanks to a little logo change, #VChat created over 100,000 interactions, reached over 2 million people and sales were up 20%.

Awards: Bronze. AXIS awards. Promo & Activation / Bronze. AXIS awards. Social Media / Bronze. EFFIE awards. Social Media