Marks & Spencer seemed to have hit the nail on the head with its new viral ad campaign for Christmas. The company revealed it was behind a new social media account featuring Two Fairies - the account has been granting wishes to people via Twitter in the spirit of the holiday season. M&S then released an ad featuring the Two Fairies, Magic & Sparkle, who are sent to spread Christmas cheer as they fly across towns.
I think this is an excellent use of social media and Twitter particularly, one that seems more authentic to the public and certainly appreciated by the customers. By using promotional spending on Facebook, Twitter, and Tumbler, instead of on celebrities (as they have typically done in the past), they are engaging customers more and embracing the holiday spirit. I also think that by doing unbranded random acts of kindness first helped to build the momentum, and allowed the movement to appear more of a goodwill gesture than a strict marketing campagin.
See more here: Two Fairies Spreading Christmas Cheer
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