Canadian Tire wanted to re-energize the Christmas spirit into the hearts and minds of consumers, and maintain his position as Canada's Christmas Store. To help light up the holiday season and spread Christmas cheer, Canadian Tire and Tribal DDB Toronto launched a first-of-its-kind, 30-foot-tall Christmas tree, wrapped with 3,000 individually programmed LED lights and powered by the nation's collective online Christmas spirit.

Launch the campaign
Published
August 2012
Topics

The Story

Canadian Tire wanted to re-energize the Christmas spirit into the hearts and minds of consumers, and maintain his position as Canada's Christmas Store. To help light up the holiday season and spread Christmas cheer, Canadian Tire and Tribal DDB Toronto launched a first-of-its-kind, 30-foot-tall Christmas tree, wrapped with 3,000 individually programmed LED lights and powered by the nation's collective online Christmas spirit.

For years, the idea of Christmas-spirit-powered devices had captured the imagination of people in movies and popular culture. We realized that now, with technology on our side, we could actually bring one of these magical ideas to life. We used social media monitoring to scour blogs, forums, social networks, and news sites for posts and messages containing a variety of Christmas keywords, then used proprietary lighting software to visualize this data as lights on our tree.

The Technology

  •  

    Mobile

    4G LTE Network

  •  

    Social

    Facebook

    Twitter

  •  

    Web/Apps

    HTML5

    Livestream

    Blogs

    CSS3

    Javascript

The Results

The tree not only succeeded in reigniting the nation’s Christmas spirit but also delivered Christmas magic around the world, welcoming online visitors from over 170 countries. The tree not only touched the hearts of people through technology, but actually bridged the gap between the virtual and real worlds by transforming cold data in a majestic and beautiful visualization.

1.8

million minutes watched online

7

minutes spent on site, per visitor

170

countries talked about the project

Launch Date Dec. 12, 2011