While many retailers may be spouting “Bah Humbugs” over an anticipated disappointing holiday sales season, some marketers are putting the holly jolly into Christmas 2008 with the development of some memorable viral campaigns.
The current recession and accompanying job and stock market losses may be putting a damper on the holidays, but some marketers are doing their best to make this season merry while enhancing their brand at the same time.
For some lighthearted fare this holiday, check out these engaging campaigns:
●Beware of the Doghouse (JC Penney)
Attacking the age-old holiday issue of gift giving, JC Penney has created “Beware of the Doghouse,” a humorous viral marketing campaign that allows women to put their significant other in the "doghouse" for poor gift choices this holiday season. Men can make their way out of the doghouse by purchasing affordable diamond gifts from The Jewelry Store inside JCPenney. The campaign utilizes the new Facebook Connect application, allowing visitors to easily place their Facebook Friends in the “doghouse”.
The campaign, created by Saatchi & Saatchi New York in collaboration with Razorfish, offers women a variety of ways to show the men in their lives what it’s like to be in the Doghouse, and how to get out. Visitors can either send a warning or put the ones they love in the doghouse by providing the person’s name and email address. They can also add a photo and brief summary explaining why the individual is being banished to the doghouse. They can also post a warning on the candidate’s Facebook wall.
Once the Doghouse candidate is selected, women are invited to choose their preferred diamond gift—one of six affordable pieces from The Jewelry Store—that will serve as the candidate’s “get out of the Doghouse” card. Once submitted, the “Doghouse” candidate receives a “You’re in the Doghouse” e-mail directing them the site to find out why they are there and how to get out. From there, they can learn more about diamonds or buy directly from the JCPenney site. After the gift is purchased—or at the mercy of the women who have banished them—women can let their loved ones out by accessing the site and selecting the “Let Him Out” option. Once complete, the recipient receives a “You’re out of the Doghouse” e-mail, linking them to jcp.com where they can learn how to stay out of the Doghouse forever.
●Right@Home (SC Johnson)
With more attention being paid to their pocketbooks during this recession, more consumers will likely be making themselves right at home for the holidays. SC Johnson launched a lighthearted campaign this season that reminds consumers to make themselves right at home, even when home happens to be an igloo. The campaign features a family of penguins that reminds users that during this time of year everyone feels like dancing.
Users can create unique cards by choosing a penguin which dances to the music of their choice—salsa, hip hop, country and western, jitter bug or tap. The cards can be personalized and sent to a friend. While visiting the penguin family’s igloo, users can also learn how to make a scrapbook, pomander or snowglobe.
●ElfYourself (OfficeMax)
The elves are back---all 57 million of them---on OfficeMax’s popular Elf Yourself online campaign. The site, which allows users to turn themselves into dancing elves, generated the creation of 57 million elves this year. Elf creators can choose between disco, country or other dance styles and can email their masterpiece to friends and family.
●Simon Sez Santa 2.0 (Signature Advertising and Marketing Solutions).
Signature Advertising and Marketing Solutions turns the old game of Simon Says on its holiday head with the creation of its SimonSezSanta campaign. Visitors can type in any action verb in the online box and a real-life Santa will act out the action to the best of his ability. Although not every verb is recognized—and is responded to very wittingly—an amazing number of actions are identified including “fly”, “frolic” and “electric slide”.
●Holiday Gift Influencer (Xbox)
This viral campaign recognizes that while X-Box may be on the wish lists of many children, it may take a little convincing for some parents to give in. The Holiday Gift Influencer helps children write letters to convince their parents to buy them an X-Box. The tool generates a customized letter which children can print or email to the potential gift giver.
●Spank Mrs. Clause Holiday (The Buddy Group)
Perhaps a bit fed up by all the attention her more famous spouse receives, Mrs. Claus is the focus of this viral campaign developed by The Buddy Group which presents a naughty side of Mrs. C. Although not targeted at the traditional family demographic, this campaign always visitors to choose either a “naughty” or “nice” path which leads them to a similar scenario: Mrs. Claus stole some of Mr. Claus’ presents, and it’s left to the visitor to dole out her punishment—a spanking. While the campaign’s viral capabilities are limited (users can’t share the page with others), it does take a new approach to holiday promotion.
●Santa’s Personalized Video Message (Disney)
Taking a new approach to the “children’s letters to Santa” theme, Disney’s Family.com has created an interactive campaign that allows parents of hopeful kids to send personalized messages from the Fat Man himself. Parents can upload an image of the child and the application will incorporate it into the message. Santa, while in the midst of a hot chocolate-induced computer crash, reminds the child that he or she needs to be good to make the “nice” list.
●Christmas Wishlist (Nintendo)
Nintendo takes its turn at the “wish list” concept with a new talking Mario campaign. Visitors can send a personalized Nintendo Christmas Wish List to friends and family. The voice technology was developed by Varitalk.
●Mistletoe Makeover (Sephora)
Recognizing the importance of having the perfect holiday look for the season, Sephora has developed Mistletoe Makeover, an online application allowing visitors to upload a photo of themselves and choose from among four holiday looks: Smokey Sugar Plum, Santa’s Little Temptress, `O’ Tannen Babe and Merry Berry. Once the virtual makeover, which is powered by TAAZ technology, is complete, visitors can access a Christmas eCard to send.