By Jordan Watkins, Guest Blogger
For many, the holidays are an exciting time of the year spent with family while retelling old stories and making new memories.
It is also an exciting time of year for the marketing industry as new and unique holiday marketing campaigns are launched and become popular topics of conversation among consumers.
Familiarize yourself with three of this year’s most popular campaigns that make perfect conversation starters at family gatherings or a New Year’s Eve party.
#RedCupContest – Starbucks Holiday Red Cups
Some of this year’s holiday marketing campaigns uniquely depended on consumer involvement in ways that deserve recognition.
One in particular is the annual Starbucks Holiday Red Cups campaign. These red cups have been an iconic symbol of the holidays since Starbucks first introduced them in 1997. After all, warm festive drinks are an important part of getting in the holiday spirit!
This year, Starbucks lovers everywhere were encouraged to post their own holiday red cup designs to social media using the hashtag #redcupcontest. Thirteen submissions from six different countries were chosen to be used as the designs for this year’s cups.
NAMA Blogger Chelsea Kallman accurately describes this year’s Starbucks holiday marketing campaign as one which “evokes emotions and promotes sharing by making everything personal.” Read Kallman’s article, How Starbucks Nails (Holiday) Marketing – and how to implement it in your brand that delves deeper into this campaign.
#BusterTheBoxer – John Lewis
As the holiday season began, the European department store John Lewis launched an unforgettable holiday marketing campaign involving a trampoline and “Buster the Boxer,” the featured family’s dog.
On Christmas morning, the family’s daughter, Summer, is not the only one who gets her wish. Buster beats her outside for a long-awaited turn on the new trampoline.
John Lewis has turned “Buster the Boxer” into a brand of its own.
An entire section of the John Lewis website is dedicated to the buzzworthy pup where you can purchase plush toy versions of Buster and other themed merchandise. In the spirit of giving, the department store announced that ten percent of its proceeds from Buster the Boxer merchandise sales will be donated to The Wildlife Trusts charity.
Moreover, John Lewis didn’t stop there. In addition to heavily promoting the hashtag #BusterTheBoxer across social media platforms, a 360-degree interactive video experience is available to view online and is compatible with your Oculus Rift Virtual Reality headset. The company even made custom Snapchat filters available for fans to download.
Although past holiday marketing campaigns from John Lewis have been impressive, the company took this year’s campaign to an entirely new level. Watch the full John Lewis Christmas Advert 2016 – #BusterTheBoxer.
#Barbour Christmas – Barbour’s tribute to Raymond Briggs
The Raymond Briggs children’s tale The Snowman holds an important place in many consumers’ childhood Christmas memories. Over the years, both an animated television special of the original tale and an animated sequel titled The Snowman and the Snowdog have been produced.
This holiday season, Barbour teamed up with Lupus Films to produce a tribute to the classic tales. The advertisement aims to appeal nostalgically to viewers who remember the tales fondly, and features all three characters from the Briggs tales.
The tributary advertisement frames the brand in the same timeless light with the concluding campaign slogan: ‘gifts they’ll remember.’
Barbour launched an email marketing campaign encouraging consumers to nominate and share why they felt a certain loved one deserved to win a gift from Barbour.
Not only did Barbour launch a uniquely nostalgic holiday marketing campaign, but they also incorporated the consumer – leveraging a personal touch to the campaign. Watch Barbour’s tributary holiday advertisement.
Strike up a conversation about one of these three holiday marketing campaigns of 2016 with your family, coworkers, or friends to kick off the new year. Who doesn’t love an adorably heartwarming video in which a group of animals jumps on a trampoline?!
Jordan Watkins is a recent graduate of Sewanee, The University of the South, and serves as an Associate Project Manager with Mailer’s Choice.