For Sahara Star’s Christmas Feast, our challenge was to involve people in the spirit of Christmas & promote the activities in Sahara Star without focussing on giveaways or running contests which most brand pages have become synonymous with.

1. Naughty or Nice –A Facebook application

2. For Sahara Star’s Christmas Feast, our
challenge was to involve people in the
spirit of Christmas & promote the
activities in Sahara Star without focussing
on giveaways or running contests which
most brand pages have become
synonymous with.
Business Challenge

3. The concept of Santa Claus has always been linked
with being NAUGHTY OR NICE –
“So have you been Naughty or Nice this year?”
The challenge was to evaluate this methodically &
what better way than to use Facebook’s API which
helps us understand what a person has been saying
/sharing throughout the year.
Our solution – The “Naughty or Nice” App

4. Taking cues from this we designed an app
powered by Santa’s elves, which analyses
a person’s news-feed over the year and
matches the words a user has used across
all his posts in the year to our own
customized “Naughty or Nice” dictionary.
The App experience

5. The app adds points to the score for good words
used and deducts points for bad words.
The App experience

6. In the end Santa gives you a personal
message with your score, telling you whether
you were nice, good or naughty.
The result also subtly integrated Sahara Star’s
Christmas celebrations & how they could be a
part of it.
Naughty or Nice?

7. Tangible Take-away
The application took the whole
experience a step further, by providing
the users with something tangible, a
personalised certificate from Santa
himself! With the click of a button one
could download it as a cover photo or
share with friends as a picture.
Thus the brand lived on and
spread post the one-off experience via
a users profile.

8. Spreading good cheer!
We also invited participants to tweet about a
good deed they did in 2013, and Santa would
present them with invites for the grand
Christmas Feast at Sahara Star. The one with
the most interesting tweets with the hashtag
#StarChristmas was announced as the
winner.

9. The app had a total reach of 2,35,168 with more
than 15,000 published stories on Facebook
timelines during the 1 week it ran.
On Twitter the campaign managed to get
more than 540 mentions, within a span of 2
days. It also registered a maximum reach of
7,300 at a point.