The holiday season is known to be a very important time of year for retailers and in 2011 Best Buy Canada needed to break through the holiday clutter to reach the busiest member of the family at Christmas, mom. It aimed to do so by separating itself from every other retailer promising ‘we have what your friends and family wants’. With next to no budget the idea had to be fun and engaging to generate earned impressions. Keeping in the spirit of the holidays, an online Facebook game was devised that made it possible for individuals to get into the giving spirit while also having the chance to reward themselves. The game lived on Best Buy Canada’s Facebook page and succeeded in appealing to the mom target when the majority of its Facebook fans were male. The inherent sharing aspect of the game also succeeded in achieving significant earned media impressions.