Ceiva and its AOR Fingerprint Communications also pitched traditional media with a focus on celebrities' use of its products. The campaign is reaching out to all consumers, but is targeting women ages 24 to 40 in particular.
"When the PR hit this past week, the site traffic to SitOnSantasLap.com and to Ceiva really just exploded," said Tricia Bouzigard, director of marketing for Ceiva Logic, noting that 80% of visitors hadn't been to the Ceiva Web site before. Print outlets including Us Weekly and Star have covered the campaign so far, she added.
"Sit on Santa's Lap" allows visitors to upload photos of themselves to a holiday scene and send it to friends and family, similar to how Ceiva users can send their photos to Ceiva frames anywhere. Bouzigard said users are having a good time playing with the site, and noted that one user uploaded a photo of Barack Obama,and wished for a better economy.
"The biggest challenge is [to show] we're not just a digital photo frame company," Bouzigard said. "The fact that you can send photos [to Ceiva frames] from anywhere sets us apart." The program also includes a sweepstakes where one person each day will be granted their holiday wish, in the form of a $500 check.