Holiday Campaign Watch: Sears Cheer Tree

As we watch for innovative holiday campaigns this season, the Sears Cheer Tree caught our eye. It's an online interactive mosaic built with user submitted photos of their favorite holiday decorating style tips and traditions. In return for sharing, consumers can unlock special holiday shopping deals secreted within the mosaic. 

The campaign was designed by Attention, working with Hashtag Art, which organizes user-generated content by tags to create a visual mosaic, or as they put it: “consumers BECOME the advertisement.” Hashtagart’s proprietary technology and suite of apps leverage consumers to spread a brand's message. 

The app begins as a blank canvas, and contributors tweet or Facebook-post a message and their profile image instantly generates a tile for the mosaic.

“Each mosaic campaign usually generates 10,000-50,000 brand messages posted by fans & followers. Those 10,000-50,000 posts generally draw in 80,000-400,000 visitors to the landing page. Those visitors usually visit for an average of 3.5 minutes or more,” reads their website.

The Sears Cheer Tree campaign is in partnership with the BlogFrog blogger network and 45 of their bloggers are hosting the Cheer Tree widget on their site.

Attention is social AOR for numerous brands from Pepperidge Farm to Mattel, CNN to Reuters, Avon to Lancome, DVF to Jones Apparel Group, Banana Republic to Sports Authority, Verizon to Logitech, and Blackstone to Citadel.

Their Twitter Party on Cyber Monday promoted the hashtag #searsrealcheer to trend globally with no Twitter Sponsorship support.

Click ‘Add Me’ to upload a photo for…real cheer, real deals.