With a Retweet, people were automatically entered to win prizes and a new Honda Accord — the first vehicle giveaway via an Instant Win campaign on Twitter.
@Honda also backed up every Retweet with a $1 charitable donation. This holiday-spirited element accelerated the spread of the giveaway beyond expectations.
@Honda responded to contestants who came up empty handed with teaser videos that encouraged them to try their luck the following day.
Ten days before the contest ended, #OpenTheCheer had already reached its goal of $100K raised on behalf of the Pediatric Brain Tumor Fund.