In 2016, South Dakota’s Department of Tourism wanted to run a social campaign celebrating The Mount Rushmore State nationwide.
So, we decided to create an unofficial holiday based on the 605 area code, which every South Dakotan shares. In order to spread the word, we decided to “South Dakota-fy” major cities across the country.
The result was a bizarre and undeniably silly departure from the state’s typically reserved social media presence.
While this campaign was predictably divisive, it was an objective success. Beating travel and tourism engagement benchmarks by 53% and view rate benchmarks by 80%.