Campaign: O2 Santa - Creating the Digital Grotto
PR team: Hope&Glory
Timescale: 12-16 December 2011
- 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.
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.