Here’s a program that was a sleighful of fun to develop and execute! To raise awareness and tune-in for its annual holiday programming event, “Countdown to Christmas,” The Hallmark Channel looked to TRG to deck the halls with a fresh-cut idea in field/experiential marketing.
We spread the word – and holiday cheer — by partnering Hallmark Channel with 100 local independent Christmas tree lots in ten major markets across the country, from New York and Boston to Chicago, Atlanta and Seattle. Families on the hunt for the perfect live Christmas tree could visit a Hallmark Channel-branded lot with free giveaways, including information about entering the “Snow Much Fun” online sweepstakes for a chance to win a festive family trip to the North
But maybe the best part? Brand ambassadors wearing “Countdown to Christmas” beanies were on hand in our lots to hand out free plush reindeer antlers for the first 200 kids at each lot! The online promotion saw 579,090 entries, and not a single antler was left by the end of the program. We’d call that a Christmas bonus for all concerned!
