Every year British department store chain John Lewis goes all in on their holiday marketing campaign, and this year is no exception. From the TV commercial, “Buster’s Garden” to the extended length YouTube spot, the VR 360 companion video and the website, plus social media (they have a dedicated Snapchat filter you can get) they have pulled out all the stops. The video is a really nice blend of CG and live action with a story that ties it all together. The concept is built around the story of a little girl called Bridget who loves to bounce. When her mom and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping.
If you click through to YouTube and select the more information section you will see where John Lewis has partnered with the Wildlife Trusts to help protect and restore our nation’s wildlife and natural habitat for our children today and in the future. I addition there are options to sign up for additional videos that will be posting this holiday season and the usual hooks to social media as well. The microsite does a really solid job of integrating the extended content and encouraging visitors to do more than just shop. While shopping is encouraged and there are really strong ties to product related specifically to the advertising, there are additional calls to action with Bring Skills to Life which ties the campaign to real world activities children can engage with at home.
One of the things that I think is really interesting, and I wish I were going to the UK to see it in person, is the fact that John Lewis has created Buster’s Garden at a number of their stores allowing you to explore the space using Oculus Rift technology. Like the rest of the campaign, its a nice blend of technology and the physical store environments.