about this work 

... do you encourage current Weber grill owners to increase the frequency of their recommendations to friends in order to drive new sales?

... understanding that Weber owners are loyal and vocal advocates of the brand and by tapping into their desire to share their experiences with friends and family.

… we designed a word-of-mouth marketing program that would create evangelists for the Weber brand through a fun and engaging campaign. This tongue-and-cheek campaign encouraged loyal Weber fans to get involved in an important cause—the Campaign to Promote Grill Decency—a movement to educate people on how to make good grill buying decisions, thus ridding the land of crappy grills and making the world a better place.