We leveraged the brand’s relationship with icon Jennifer Lopez to create the first ever real-time American Music Awards viewer-created story — all about JLo being late for the show, stuck in gridlock traffic, with a call for viewers to #GetJenniferThere. Steal a motorcycle? Sprint over a sea of limos? It was a Choose Your Own Adventure. We created 9 different film endings, each with a link to Kohl’s Black Friday site which featured JLo. 859 million tweets and 2.1 billion media impressions later, votes determined the final film that aired just before JLo’s AMA’s entrance. Viewers were shocked to see that the JLo onstage was nearly indistinguishable from the JLo in the film, right down to her fabulous hair-do.