In 2007, we met a young explorer named Eric Larsen. He had big plans to be the first human to reach the North Pole, South Pole and summit of Mt. Everest, all in one year, as part of his Save The Poles expedition. Eric’s mission was to tell the story of the world’s last frozen places, and spark global action against climate change. Along with traditional media outreach, Scream devised a social media strategy that would further generate buzz, and allow fans and followers to experience the events of each leg of the expedition in almost real time using Facebook, Twitter, YouTube, and an assortment of other social technologies capable of being powered by Eric’s small portable solar panels. As a result, Eric’s number of followers continued to snowball throughout the expedition. With the right social media strategy, thousands were able to stand with him at the South Pole, witness as he became the first to ‘Tweet’ from the North Pole on Earth Day and summit with him in the wind atop the world’s highest peak.