The Myer Frenzy Face campaign leveraged Click Frenzy, without actually being a participant of Click Frenzy. The idea was to capture the face of people when they saw the extremely good offers that were available.
An initial eDM was sent out to let customers know there was an online only sale approaching. They idea was to then send out another email on the day of the Frenzy that would have the top 10 products that would be triggered by database knowledge such as gender, age, spending habits, location, and socio-economic traits.
People were also targeted on social media promoting the flash sale. And, yes, the cat made the final version.