Argos partners with ITV and Twitter for #giftforsanta
Catalogue retailer Argos has announced it is partnering with ITV and Twitter in order to fuse the powers of social media and live broadcast to engage with consumers.
The campaign, created by CHI&Partners, Mindshare and The Social Practice, will invite viewers of four prime time programmes to suggest the most imaginative gift for Santa from Argos’ Christmas gift guide using the #giftforsanta hashtag on Twitter during ad breaks.
In the final ad break the most creative of these will be read out live on air by Bill Nighy and Claire Skinner.
Carl Nield, Head of Brand Marketing at Argos, said: “Following the launch of Argos’ recent Digital Gift Guide, this marks yet another big and exciting move for our brand as we continue to experiment digitally and further our reach online.
“We are very proud to pioneer this relationship between traditional broadcast and digital platforms with our partner agencies. Moreover this is a totally fresh way for people to get into the seasonal spirit and enjoy some of the nation’s favourite programmes in partnership with the brands they love.”
Simon Blackburn, Client Director at Mindshare said: “We challenged ourselves to identify an activation idea that would truly stand Argos apart from the competition. We worked closely with ITV to access high profile talent, secure competition prizes themed to the four flagship shows and develop a Twitter entry mechanic that enables winners to be announced live on air. It is a hugely exciting partnership and one that we can't wait to see on air this week.”
The campaign adverts will be featured during The Only Way Is Essex, Celebrity Juice, The X Factor and I’m A Celebrity…Get Me Out Of Here! from 13 November.