Challenge

Use social media to extend the reach and excitement of the Virgin Trains ‘Christmas Train’ experiential activity (a train constructed from Christmas presents to give away to passing commuters) at Euston & Birmingham New Street stations.

Strategy

Rather than just shout about what was happening, we decided to find a way to involve those who couldn’t be there in person.

Creative

Hosted by our hilarious ‘Virgin Helper’, we used Facebook Live to offer those up and down the country the opportunity to interact with the activity and grab a magical Christmas gift too.

Our host used fun clues to describe what was inside each present and viewers guessed the contents via the comments, with winners announced live by our host and the presents sent to their homes (probably by flying sleigh).

To generate buzz around the Christmas Train campaign on social, we developed a series of build-up posts explaining how to get involved, and amusing wrap-up videos replayed the highlights for those that missed it!

Results

• 3m+ reach
• 4.5m+ impressions
• 1.3m video views
• 30k+ engagements