To get people out to their hometown Boston Pizza restaurants while they’re back home for the holidays spending time with family, we created a holiday that’s just for friends. Christmas Eve Eve, December 23rd, the day before all the official family festivities begin, that’s your official excuse to ditch the family and get out of the house to see old friends.

Launching December 1st, targeted content was posted on Facebook, Twitter and Instagram timelines with an exclusively social media strategy.

On Twitter, an episodic series of digital shorts were released throughout the month featuring a group of friends over the course of their Christmas Eve Eve. On Instagram, we posted a new reason each day to make plans with friends, turning Boston Pizza’s Instagram feed into an advent calendar that counted down the days. And on Facebook, targeted Facebook Events were created across the country, leveraging peoples’ hometown data to target where they would be spending the holidays, and directing them to which of the 257 Boston Pizza locations across Canada they should spend their Christmas Eve Eve.

- 110,000 Canadians joined us for Christmas Eve Eve.

- The event led to Boston Pizza’s most profitable December 23rd in their history.

- #ChristmasEveEve trended No. 1 on Twitter Canada.