Consumer: Santa brings O2 some festive cheer

O2 called in Hope&Glory to deliver an interactive Christmas campaign using social media.

Hope&Glory: deliver an interactive Christmas campaign
Hope&Glory: deliver an interactive Christmas campaign

Campaign: O2 Santa - Creating the Digital Grotto
Client: O2
PR team: Hope&Glory
Timescale: 12-16 December 2011
Budget: £24,000

OBJECTIVES

- To get people talking about and engaging with the brand

- To give the brand a platform to talk about 'Priority Moments', O2's loyalty scheme, and bring its 'We're Better, Connected' strapline to life via social media.

STRATEGY AND PLAN

An O2 'Digital Grotto' was set up, so Twitter users could use Santa to pass on their festive greeting, with tweets turned into scripts, delivered from the grotto. Messages were then uploaded on to YouTube.

In order to spread the word, the agency created a series of seeding messages targeting famous tweeters and media titles.

A viral homage to the 'Fenton' YouTube video featuring Santa chasing a pack of deer across Richmond Park in place of the infamous dog was also released.

MEASUREMENT AND EVALUATION

The week-long campaign delivered 1,024 filmed messages, which were viewed 38,090 times. It generated 2,800 tweets.

RESULTS

An online media relations campaign led to coverage on AdAge and Mashable. Although the campaign did not run across Facebook, it generated more than 300 comments.

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