This just in: Christmas has become commercial. It seems that Santa is all over the media shilling everything from cars to breath mints. It's easy to see how the "magic" of Christmas can be lost in the marketing noise. But if it's done right, a Christmas promotional event can create goodwill and build a brand.
WestJet - a Canadian cariier - creatively tapped into the spirit of giving (and savvy use of technology) to surprise a planeful of holiday travelers. Click here to see a video of how they gathered a Christmas wish for each of the passengers on a WestJet flight and scrambled to deliver their wishes upon landing. The video, posted on YouTube, has generated forty million views so far.I don't know what the promotion cost, but if they spent $100 on each of the passengers, the total for the prize budget would be $15,000 - not out of line for a promotional event. And for that I believe they got a lot of goodwill (and at least forty million views of the video).
The downside? You can't do a "surprise" every year. The cat is out of the bag. We'll have to see what they come up with in 2015 to top this very creative promotion.
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