Our hotel brand wanted to appeal to a younger audience so we hired Rhett & Link to host a contest into which users submitted stories of their vacation mishaps. The reward was two-fold: Rhett & Link turned select stories into skits on their Good Mythical Morning show and one lucky contestant got $10,000 to redo their "Vacay Gone Cray-Cray". 

There's a pretty good tech story here too. We created a web experience that lived in several places at once (Tumblr, YouTube, Facebook and the corporate dot com) to align with media support and intercept users where they already were instead of hoping they stumble upon the experience.