Sun Valley, Skippy
Instead of using the (small) summer marketing budget on banners and facebook ads, we proposed an earned media project. Specifically, a robot that would let people skip stones on a lake in Sun Valley from their computers, in real time, and watch the whole thing live.
And so we did. After setting the release angle and adjusting the power, people could watch their skip in real time, then get a playback video link to share.