last year i shot a christmas social media campaign for coffee-mate. because nothing says elegance like a fuzzy wool coffee mug holders lavished with snowmen, slices of pumpkin pie, and blinking christmas lights. when it launched the social media chatter went wild. i loved peeking in on the action and reading the posts between the mug mittens haters and those who were absolutely crazy about them. regardless of what side you’re on the campaign created a hot buzz – and that is what we were after.