When Grammy-winning musician John Mayer tweeted his love for Justin’s, little did he know he’d be tweeting a new flavor into existence. Merging social listening with real time PR, we quickly reacted to the famous musician who tweeted “Cookie dough flavored almond butter let’s do it @justins” to his millions of fan followers. His wish was our command, as we accepted the challenge and sent Mayer his own jar of Cookie Dough Almond Butter. Mayer gushed about the “hand-made batch of nirvana” across his three social platforms: Instagram (1 million followers), Twitter (691K followers), and Facebook (6.8 million likes) and media caught on like wild fire.