We did one in 2012 and 2013, but not 2014. We initially got caught up in the buzz because everyone was doing them, and it seemed like a fun idea. But this last cycle we were so busy with other projects we couldn't justify carving out the time. I see it as a communication piece designed to keep people engaged with the brand without having a call to action attached.
I think it's helpful to put out random, fun things at times where we're not asking anything of them (donate, sign up, do this, do that). A spoonful of sugar that helps the medicine go down. But, of course, it's hard to measure the impact of softer comm pieces like that.
Thanks for responding, Erik! I agree and like your point about it being a different kind of piece without a call to action. Those projects have their place, but is sometimes hard to justify carving out the time for them.