From The Rock

Disruptive holiday campaigns that work

By | October 02, 2019

Even though the temperature likely won’t drop below 70 degrees for another month, the city of Memphis is full of holiday cheer! Holiday season is upon us once again, which means it’s time for brands to begin preparing their holiday marketing campaigns. Let’s take a look at why these three holiday campaigns – created by larger corporations – “sleighed” the marketing game and discuss how your business can mimic them on a smaller scale.

Santa Tracker by Google
Since 2004, Google has showcased its Santa Tracker for all users to follow, marketing its Google Maps service in a unique and interactive manner. Since its inception, Google has enhanced the campaign each December by slowly adding different features – such as displaying information on the cities Santa is in; offering live updates from the sleigh; incorporating social media images of Santa’s journey; etc.

Even if your brand doesn’t have the resources to pull off a technology-driven campaign like this, there’s something to take away from it! The success of this campaign comes from its ability to work across multiple audience segments. Young children, millennials and adults can all enjoy the program in different yet similar ways. Make sure your company’s campaign appeals to the masses!

Elf Yourself by Office Depot
I can’t write a post about holiday campaigns without including the classic Elf Yourself game. Since 2006, Office Depot has launched this interactive campaign, which allows users to overlay pictures of themselves on dancing elves. The company has kept the game relevant by adding features such as augmented reality and social sharing abilities.

The key takeaway? Sometimes it’s better for your campaign goal to be brand awareness rather than increasing sales. If you engage your audience in a unique way without overtly promoting, you’ll catch their attention and maybe even keep it. Simply spreading the word about your business could, in turn, lead to increased sales for your products or services.

Believe by Macy’s
Aside from Christmas trees, ice skating and hot chocolate, giving back is one of the essential parts of the holiday season. On the Believe campaign website, users are prompted to write a letter to Santa. For every letter submitted, Macy’s donates $1 to the Make-A-Wish foundation. Since the letter submission form is part of Macy’s website, visitors are still able to engage with the brand directly. So, toss “bah humbug” out of your company’s talking points and partner with a charitable organization for your holiday marketing campaign!

Do you have any questions about how to create a successful holiday campaign? Contact us at Obsidian! We’d be happy to drive strategy for your company’s holiday marketing efforts.