Boots Get Experiential This Christmas

Added: 16th December 2014

Boots have took it up a notch this Christmas by taking their social media campaign  #SpecialBecause to the real world with an experiential activation for the festive period.  The idea came from their own TV advert  and meant surprising very special people with gifts and experiences after they were, unbeknownst to them, nominated on Twitter and Facebook by friends and family "because they're special."

The first visit was to Bolton's Little Kickers Football School with the famous ex-footballer Fabrice Muamba.  Susie Ingram had expressed her delight at two of the academy's coaches Andy and Jake on Twitter so Boots thought it would be a great idea to bring along the Bolton Wanderers legend for a surprise visit to the school.  They also transformed Victoria Road Primary School in Northwich into a magical winter wonderland which featured a giant snow globe, Santa's little helper elves, reindeers, amazing Christmas trees as well as ballet dancing mogul Darcey Bussell who performed at a dance class for the children of the London school.

The experiential marketing campaign is brilliantly worked as it combines both social media and face to face marketing in ways that compliment each other perfectly.  YouTube has been used to create viral video footage with results being relayed back through Twitter and Facebook social media, providing a perfect 360 approach to proceedings and the possibility of going viral on a number of fronts digitally.

The fact that the overall message also relays back to Boots products also capitalises and enhances the popularity of the store for Christmas shopping, something that is already well known for and have brought a bit of Christmas cheer and generosity to the world whilst proving the benefit of using live events and social media hand in hand to boost the overall reach of the campaign.

See the video here:

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