Boots has been asking customers to nominate people who are #SpecialBecause via social media, building on the theme of the retailers Christmas campaign of celebrating people that are special in their lives.
The brand has now taken the activity offline, visiting three of the people who tweeted in and surprising them with festive experiences. It’s also using social gifting to send presents to the people who sent the best tweets to the brand each day.
A series of 60 second films will be seeded across social media, depicting the festive experiences in the run up to Christmas.
One film features football coaches in Bolton, following a tweet from a parent of one of the girls in the team. The team were given a kit with messages on the front and the coaches a framed thanks from the team. In another video a school is surprised with a festive scene in their playground.
Client: Andy Ferguson, director of marketing at Boots UK
Agency: M&C Saatchi and The Red Consultancy
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