{"id":48804,"date":"2013-11-15T13:59:01","date_gmt":"2013-11-15T12:59:01","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=48804"},"modified":"2013-11-15T13:59:01","modified_gmt":"2013-11-15T13:59:01","slug":"christmas-adverts-on-social-media-2013","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/christmas-adverts-on-social-media-2013\/","title":{"rendered":"Christmas adverts on social media 2013"},"content":{"rendered":"<p><span style=\"color: #000000;\"><strong><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/11\/Snowman-187x250.jpg\" alt=\"Cision's Christmas Adverts 2013\" width=\"187\" height=\"250\" class=\"alignright size-medium wp-image-48809\" \/>It\u2019s beginning to look a lot like adverts. This year\u2019s festive offerings include a cartoon odd couple, a children\u2019s story mash-up and hashtags aplenty. With what seems like more brands getting in on the Christmas advert act, is reigning Christmas champion John Lewis still on top or has it been toppled by the Coke of Christmas past?<\/strong><\/span><\/p>\n<p>John Lewis\u2019 Christmas commercials has been described by <a href=\"http:\/\/www.theguardian.com\/media\/2013\/nov\/12\/john-lewis-christmas-ads-2007-2013\" title=\"the Guardian\" target=\"_blank\">the Guardian<\/a> as \u2018an institution\u2019, the paper going on to express surprise that it all started only six years ago. The department store\u2019s tactics have changed in recent years from being product focused, to being emotion-led stories. Ever since its <a href=\"http:\/\/www.theguardian.com\/commentisfree\/2011\/nov\/20\/christmas-adverts-john-lewis\" title=\"Charlie Brooker on Christmas Ads\" target=\"_blank\">boy with the family dog\u2019s head in a box<\/a>, the adverts have been causing tears in its audience which Twitter is generally in favour of:<\/p>\n<blockquote class=\"twitter-tweet\">\n<p>Why do I literally cry at everything, damn you John Lewis advert! <a href=\"https:\/\/twitter.com\/search?q=%23hareandbear&#038;src=hash\">#hareandbear<\/a><\/p>\n<p>\u2014 SofSof (@sofie_borek) <a href=\"https:\/\/twitter.com\/sofie_borek\/statuses\/399643977563271168\">November 10, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\">\n<p>I have no idea what John Lewis sells, but after seeing their xmas ad I want to buy all their stuff <a href=\"https:\/\/twitter.com\/search?q=%23hareandbear&#038;src=hash\">#hareandbear<\/a><\/p>\n<p>\u2014 Sean Dervin (@SeanDervin) <a href=\"https:\/\/twitter.com\/SeanDervin\/statuses\/400768386700832768\">November 13, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><br \/>\n<iframe loading=\"lazy\" width=\"450\" height=\"253\" src=\"\/\/www.youtube.com\/embed\/XqWig2WARb0\" frameborder=\"0\" allowfullscreen=\"\"><\/iframe><\/p>\n<p>While the retailer\u2019s biggest competition on the high street may be in the form of M&amp;S, House of Fraser or Debenhams, in the ad breaks there\u2019s only one brand that can compete:\n<\/p>\n<blockquote class=\"twitter-tweet\">\n<p>If the John Lewis <a href=\"https:\/\/twitter.com\/search?q=%23HareAndBear&#038;src=hash\">#HareAndBear<\/a> &amp; Coca Cola <a href=\"https:\/\/twitter.com\/search?q=%23HolidaysAreComing&#038;src=hash\">#HolidaysAreComing<\/a> adverts are ever shown consecutively, I think Twitter may explode.<\/p>\n<p>\u2014 Ben Webbo (@benwebbo23) <a href=\"https:\/\/twitter.com\/benwebbo23\/statuses\/399647711303311361\">November 10, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<p>Coca-Cola\u2019s advert, which has been described by <a href=\"http:\/\/www.thedrum.com\/news\/2013\/11\/08\/coca-cola-christmas-ad-hit-screens-during-x-factor\" title=\"The Drum\" target=\"_blank\">The Drum<\/a> as, \u2018the traditional starting bell for the Christmas countdown\u2019, is, but for the final image featuring the hashtag <a href=\"https:\/\/twitter.com\/search?src=typd&#038;q=%23holidaysarecoming\" title=\"#holidaysarecoming\" target=\"_blank\">#holidaysarecoming<\/a>, relatively unchanged from when it first aired in 1995. Its appearance causes waves of reaction on social media from those who see it as the start of Christmas:\n<\/p>\n<blockquote class=\"twitter-tweet\">\n<p>Just seen the coca-cola advert for first time this year, officially feeling a but festive. <a href=\"https:\/\/twitter.com\/search?q=%23HolidaysAreComing&#038;src=hash\">#HolidaysAreComing<\/a><\/p>\n<p>\u2014 Laura Tobin (@Lauratobin1) <a href=\"https:\/\/twitter.com\/Lauratobin1\/statuses\/399278480103579649\">November 9, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<p>Or just want to express their appreciation:<\/p>\n<blockquote class=\"twitter-tweet\">\n<p>Love the coca cola advert <a href=\"https:\/\/twitter.com\/search?q=%23HolidaysAreComing&#038;src=hash\">#HolidaysAreComing<\/a><\/p>\n<p>\u2014 Rebecca Chilvers (@bex_chilvers) <a href=\"https:\/\/twitter.com\/bex_chilvers\/statuses\/401277808783425536\">November 15, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<p>To those that the phrase \u2018Holidays Are Coming\u2019 has become so ingrained that it becomes synonymous with the Christmas period:\n<\/p>\n<blockquote class=\"twitter-tweet\">\n<p>Ready to plug in this apple cinnamon scent for my room <a href=\"https:\/\/twitter.com\/search?q=%23HolidaysAreComing&#038;src=hash\">#HolidaysAreComing<\/a><\/p>\n<p>\u2014 Jimmy Wireman (@jimmy_james1) <a href=\"https:\/\/twitter.com\/jimmy_james1\/statuses\/401207805501521920\">November 15, 2013<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\" type=\"text\/javascript\"><\/script><\/p>\n<p><b><span style=\"color: #ff9900;\">Comparison<\/span><br \/> <\/b>So which one triumphed on social media? Using <a href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/social-media-monitoring\/\" title=\"Social Media monitoring\" target=\"_blank\">Cision Social Media<\/a>, we can analyse the mentions of the Christmas adverts, including the official hashtags.<\/p>\n<p><a href=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/11\/Coke-and-John-Lewis-Christmas.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/11\/Coke-and-John-Lewis-Christmas-800x410.png\" alt=\"John Lewis ad on Twitter\" width=\"640\" height=\"328\" class=\"aligncenter size-large wp-image-48805\" \/><\/a><\/p>\n<p>While both adverts debuted on TV during The X Factor, John Lewis launched its advert online the day before. Taking advantage of the fact it was a completely new advert, it picked up attention before being broadcast. As Coca-Cola\u2019s advert is very familiar, the appeal is not in the big reveal but in spontaneous exposure to it.<\/p>\n<p><b><span style=\"color: #ff9900;\">Christmas outside of Coke Bear Hare<\/span><br \/> <\/b>There are, of course, other facets to the Christmas season. For example, the ads from M&amp;S or Tesco. If we display mentions of the top 10 Christmas adverts on social media, John Lewis\u2019 dominance is even clearer:<\/p>\n<p><a href=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/11\/Christmas-Adverts-2.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2013\/11\/Christmas-Adverts-2-800x450.png\" alt=\"Twitter mentions of christmas adverts\" width=\"640\" height=\"360\" class=\"aligncenter size-large wp-image-48806\" \/><\/a><\/p>\n<p>What\u2019s clear from this is that hashtags drive social media mentions. John Lewis, Coca-Cola, M&amp;S, Sainsbury\u2019s and Cadbury all have official hashtags and John Lewis and Coca-Cola have associated marketing activity. John Lewis has created Twitter accounts for <a href=\"https:\/\/twitter.com\/johnlewisbear\" title=\"john lewis bear on Twitter\" target=\"_blank\">Bear<\/a> and <a href=\"https:\/\/twitter.com\/johnlewishare\" title=\"John Lewis hare on Twitter\" target=\"_blank\">Hare<\/a> as well as ad-related products in a <a href=\"http:\/\/www.johnlewis.com\/inspiration-and-advice\/az-of-christmas\/bear-and-hare\" title=\"John Lewis hare and bear store\" target=\"_blank\">specially designed store<\/a>. Coca-Cola has its Truck which both <a href=\"https:\/\/twitter.com\/ChristmasTruck\" title=\"Coca-Cola Truck on Twitter\" target=\"_blank\">tweets<\/a> and <a href=\"http:\/\/www.cokezone.com\/uk\/en\/coca-cola\/find-a-coca-cola-christmas-truck-event\" title=\"Coca-Cola Truck\" target=\"_blank\">visits areas of the UK<\/a> to serve the beverage.<\/p>\n<p>For 2013 John Lewis owns the social media Christmas but with <i>only<\/i> 12 months until the next contender gets to challenge for the crown, it can\u2019t afford to go into hibernation yet.<\/p>\n<p><b><span style=\"color: #ff9900;\">Graphs and charts made with<\/span> <a href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/social-media-monitoring\/\">Cision Social Media<\/a> <span style=\"color: #ff9900;\">via<\/span> <a href=\"https:\/\/www.vuelio.com\/uk\/products-and-services\/cisionpoint\/\">CisionPoint<\/a>.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s beginning to look a lot like adverts. This year\u2019s festive offerings include a cartoon odd couple, a children\u2019s story mash-up and hashtags aplenty. With what seems like more brands getting in on the Christmas &#8230;<\/p>\n","protected":false},"author":322,"featured_media":49074,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3484,5336,5741],"tags":[5348,5349,5350,5351,5352,5353,75,4025,4031,4164,4665],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/48804"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=48804"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/48804\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=48804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=48804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=48804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}