The Activation

On November 4th, Jimmy Fallon released his new song, "It's Almost Too Early For Christmas," with Dolly Parton, and confessed on his show that it was his "childhood dream to be the hold music for the Butterball Turkey Talk-Line."

​Jimmy asked, and we listened—responding on Twitter in less than 12 hours.

Through quick collaboration, we arranged not only for Jimmy's dreams to come true, but also for him to call into the hotline and hear his song 'live’; on The Tonight Show the week of Thanksgiving.

His reaction was priceless—better than anything we could have scripted—and the clip was shared widely with paid and organic social amplification across Butterball, Jimmy Fallon, and The Tonight Show channels.

THE RESULT —

18.9M+ impressions

30K+ inbound calls in 72 hours

10% lift in brand equity

1 VERY happy Jimmy Fallon