Morrisons Jingle Bell Ball
Through Morrisons’ sponsorship of Capital FM’s Jingle Bell Ball in 2014, Savvy created a fully integrated campaign – from experiential to digital. The digital activation included a dedicated Christmas Hub on the Morrisons site, supported by live social posting throughout the Jingle Bell Ball weekend.
Snapchat was a fairly new platform to Morrisons, giving Savvy the chance to perfectly utilise this channel during the Ball. The sponsorship enabled Savvy and therefore Morrisons the chance to capture exclusive backstage content as well as photographing celebrities on the red carpet along with teasers on what was coming up.
Exploring new channels
The social response was fantastic with over 480k impressions from Twitter alone and a higher than weekly average interaction rate.
Through the experiential Christmas Village activity, an Instagram competition was launched for shoppers to post a photo of themselves engaging with the Village and using the #Pudpod. Within the VIP room, Savvy produced a giant edible Morrisons Ginger Bread House – this generated great interest with celebs, resulting in it receiving the most posts on Instagram over the weekend.