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.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.

Former White House press secretary Dee Dee Myers to join Warner Bros

Former White House press secretary Dee Dee Myers to join Warner Bros

Warner Bros has appointed former White House press secretary Dee Dee Myers as EVP for worldwide corporate communications and public affairs, effective September 2.

Edelman takes a ride on Branson's slow-motion space adventure

Edelman takes a ride on Branson's slow-motion space adventure

Virgin Galactic is probably on every PR agency's dream assignment list, but previous delays to Richard Branson's space venture suggest it may not be a complete blast.