Every year, PNC Bank calculates the current cost of each of the twelve gifts in the popular Christmas carol “The Twelve Days of Christmas”. This economic report, known as the Christmas Price Index, is used in classrooms throughout the United States to teach basic economic principles like inflation and supply and demand. Our challenge was to make the Index more approachable and easier to understand. We created the PNC Gift Maker, which turned the twelve Christmas gifts into a collection of customizable toys. Kids could build their own versions of each toy in an online workshop as they learned about the economy. Each time they completed a toy, we revealed their prices and the economic factors that made them rise or fall from the previous year. For twelve days, PNC randomly selected toy designs, printed them on 3D-printers, and sent them to their creators in time for the holidays. With no paid media, PNC relied on direct outreach to schools, as well as PR, and earned media to get the word out about the program. This year’s response far surpassed results from all previous years. In just twelve days, the program generated: 16K+ toy design submissions, average site visit over 10 minutes,132 million earned media