In order to amplify grassroots sampling efforts at the music festival, NXNE in Toronto, we asked fans to tweet us the location of people in need of cheering up i.e. a ‘MOOod lift’. Once we received requests on Twitter, branded EcoCabs were sent out with freezers of Ben & Jerry’s ice cream, to deliver happiness to those in need. EcoCabs were powered by tweets and locations that received the most tweets within an hour were chosen as the next stops for free ice cream. My client responsibilities for this campaign included development of the social strategy and content, community management, influencer outreach and engagement, project management and measurement.