The Christmas War In Marketing Has Begun: And It’s Viral!
Posted by Aleesha Tully on Fri, Nov 18, 2011
Not one day after Halloween, shop fronts started a metamorphosis. Seasonal sounds have been creeping onto the airwaves. Red and green advertisements have been subtly setting up camp within your web browser. And a little less subtly, the familiar annual deluge of Christmas cheer (and sometimes Christmas cringe) adverts has been pouring onto our television screens.
And it’s still November.
Some organizations have started their 2011 seasonal marketing campaigns with a bang. They’ve got in early, planting the seed of familiarity within our minds. You may have only seen them once or twice on the screens, but the best Christmas marketing campaigns stay with you all the way to your Christmas shopping day and beyond.
Stand-out marketing campaigns, online and in print.
So far, the stand out campaigns for me have been that of O2 and Vodafone (mobile phone companies) and retailer John Lewis. And where did I discover these campaigns? Not on the TV screen, anyway. These campaigns have gone viral. I’ve heard about them through word of mouth, on Facebook and from the people I follow on Twitter. They made me curious. They get people talking.
What do great integrated social media campaigns make us do?
I looked up the campaigns to see for myself. I was enthused. I even browsed through the John Lewis online shop to see if there were any nice gifts for me to give to family members. This is the power of a truly integrated marketing campaign: one that works both with traditional marketing (TV, print media, adshel boards) and digital marketing (Facebook, Website, Twitter, YouTube).
These are examples that get into the core of what social media can do for us. No massive campaign, just a spread by word of mouth (or tweet) that there is a great/cringey/sappy/cheery/heart warming campaign going on for a certain company, and it’s worth a watch or a look.
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Vodafone “Make Someone Happy” Campaign
O2 “Christmas With Love” “Better Together” Campaign
John Lewis “Gifts You Can’t Wait To Give” Campaign