The holiday season is to the marketing world what the Super Bowl is to big-name brands. Stores, brands and companies across the world are pushing out high profile interactive campaigns in a bid to capture that all-important Christmas market.
Looking beyond the traditional divide between digital and brick-and-mortar outlets, a handful of interactive tech integrations are driving engagement online and in the store space. These creations draw on interactive digital content at their core, from gaming and personalised experiences, to simple countdown calendars and interactive emails. Here are 7 brilliant examples of stand out interactive Christmas campaigns.
Google: Santa Tracker
The titans of interactive Christmas marketing. While Google’s Santa Tracker has been around for a few years now its features have evolved over time. This year, for example, “Santa’s dashboard,” allows you to “explore, play and learn with Santa’s elves all December long”.
The series of mini-games and interactive content pieces make up the North Pole as it combines the holiday wonder of a belief in Santa with real-life technology. What a wonderful way to teach kids about the web, while also allowing them to be kids. (Although, we adults certainly appreciate it too.)
Check it out (be warned you will get addicted) https://santatracker.google.com/village.html
Coca-Cola’s Ugly Christmas Sweater Battle (throwback)
A few years ago Coca-Cola piggybacked on a very niche “ugly sweater” trend. They created a Coke Zero “Sweater Generator” for you to generate the ugliest Christmas sweater you possibly can. If the sweater that you create is deemed one of the top 100 ugliest sweaters, Coca-Cola actually handcrafted your design and sent it to you.
The Sweater Generator allowed users to choose a style of sweater, which ranged from turtlenecks to v-necks and then customise the colours, patterns and images that appear on the ugly holiday sweater.
After a creation is finished, it was entered into the Sweater Battle, which pitted the ugly sweaters against one another.
Winterland Tales – Interactive Daily Email & Christmas Countdown Calendar
Tone’s very own Christmas Countdown calendar produced for Grosvenor Casino – Unlock a new prize every day and you could experience the thrill of a lifetime with one of three amazing arctic adventures worth up to £5,000. Stay ahead of the pack and make it to the cabin before Christmas!
Simple interactive content that gives real, tangible results – countdown calendars are a great way to get more engagement, more repeat custom and ultimately get your message across. Typically you can expect to see a much greater interaction from your customers as the countdown nears its end – simple, effective and proven to work. Tied in with the daily email alert this is a great example of how interactive digital content can work for the holiday season.
Mo Play – Secret Santa (Countdown Calendar)
Another Christmas countdown calendar – with a slightly different spin “Secret Santa”. “Come back every day and unwrap a different gift”. Similar to the Wintertale but with a slightly different spin.
Ted Baker’s #SantasElfie Instagram Game
Ted Baker introduced an Instagram-based treasure hunt conceived by Poke London back in 2014 that invites customers to find missing elves. An account called @TedsElfie delivered a series of clues to followers via images curated to mimic a puzzle board. Combined, the squares depict a winter wonderland; divided, each square comprises its own picture with a caption that specifies whether or not the elves are nearby. Some lead to additional accounts in a sort of “choose your own adventure” experience. Visitors who locate the elves may win other prizes, from hip flasks and bracelets to a trip to see the Northern Lights.
Charlotte Olympia’s #spintowin slot machine
British footwear designer Charlotte Olympia rolled out a festive slot machine on its website for the first 12 days of December. Fans were invited to spin to win iconic pieces from its seasonal collection – all they have to do is get three matching styles over the course of three tries. Charlotte Olympia has also pushed the game via social media; it shares a countdown bauble each day alongside the #spintowin hashtag.
Virtual fitting room startup Metail ran a campaign that invited shoppers to see what they’d look like in a series of different Christmas-themed outfits. #Tryonxmas provides access to some of the best looks from high-street stores, as well as the likes of a Miss Santa, Christmas pudding and Minnie Mouse costume. Users entered their measurements to see how each look will work for them; when they’re satisfied, they can share the results with friends. Clever use of interactive to take the shopping experience to that next level.
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