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Christmas 24: Christmas Gift Experiment

To get you into the Christmas spirit. Commuters receive a random gift and are asked to give it to a stranger. Would you keep it, or give it?The Birmingham Mail

Widely loved pop-up Christmas movie channel Christmas 24 wanted to give people a distilled shot of Christmas spirit to let the wider world know what they were all about.

The key goal was to tap into their active online community and use it to take the message of their channel and brand values of “Christmas as it should be” as far and wide as possible.

We¬†came up with the idea of the Christmas Gift Experiment – and carried it out for real in Birmingham New Street station, with results that touched even our stony and cynical hearts ūüėČ

The film was used on Facebook and YouTube, picking up more than 32 million views (over 31 million of them organic).

The film also got some great press coverage, being picked up by The Daily Mail, Metro, Mirror, Huffington Post and the Birmingham Mail.

Numbers
  • 32 million views
  • 430,000 + shares
  • share ratio 74:1
Coverage

The Huffington Post
The Daily Mail
The Metro
The Mirror
Christmas 24 Facebook
Birmingham Mail
Birmingham Mail Facebook