AT&T Santa Live

The Santa Live project was born from a compelling insight: according to POSSIBLE's research, approximately 6.6 million American children each year reach the age where they stop believing in Santa Claus. Working for client AT&T, the agency set out to use technology to help keep the magic alive for families during the holiday season.

The activation was a first-of-its-kind Facebook Live special, produced in a full TV format complete with Mrs. Claus, a cast of elves, and Santa himself holding court in a fully staged North Pole set. Streaming live on AT&T's Facebook page, the experience featured Santa personally reading the names of 500 children who had made the nice list — creating an intimate, personalized moment at massive scale. The campaign drove over 1 million views and directly connected 500+ customers with a one-of-a-kind holiday experience in real time.