To launch Nicholson's Lego Campaign, emails were sent to select high-priority clients to create excitement around the special gift they were to receive in the mail—a custom Lego figure outfitted as a Nicholson Superintendent! We sent one invitation and one reminder. We also used the Lego as a giveaway at conferences. We used an iPad to urge clients to sign-up for a daily giveaway. The Lego was a success, with many clients asking for more, which created an ongoing dialogue for our sales team.