In order to help loving children on Twitter send out Father's Day wishes, Samsung UK created the #DadIOU campaign. The stunt had people make a public pledge to their fathers on social media, and in response, Samsung rapidly created custom IOU coupons for individual users.
Unlike generic printouts that promise dad a free hug or a car wash, these bespoke vouchers were illustrated based on a meaningful action promised to a father by their kid. As well as getting the chance to have a custom coupon created, people on Twitter were also eligible to win Samsung products. One lucky dad would also receive a "supersized pledge," which could mean that a promise to mow the lawn could be fulfilled by a garden landscaping service, or a car wash could be turned into a full valet experience.
For those who forgot the holiday, Samsung also created a card that could be shared with dads to give them a discount on Samsung products.