Engage your audience by setting them a challenge.

Make it a positive, inspiring one while you’re at it, a goal worth pursuing.

It should not only make them feel good about the brand, but about themselves too.

Ensure that the whole experience is fresh, fun and easy to share.

Everyone who participates should go home with a sense of achievement, a great story and some lifelong memories.

And what about the people who didn’t participate or only stumbled upon the video later online?

Tell the story in a way that makes them feel rewarded too, for the time they spent on it.