As Oakley prepared to launch its new Shaun White Signature Gold Series Collection exclusively at Sunglass Hut stores across the country, we set out to educate the chain’s sales associates about the new collection and boost sales. All in one month. We created “Be the Shaun,” an online photo contest with a twist. Sales associates were challenged to do their best impressions of the Flying Tomato and “out-Shaun” their coworkers. They were awarded points for watching tutorials, daily sales, posting photos, sharing and votes.