OnStar's Follow Santa campaign is an example of how product technology can enhance brand experiences and improve consideration.

By leveraging real-time location tracking and satellite monitoring, in partnership with North American Aerospace Defense Command (NORAD), OnStar transformed its in-car blue button into a direct connection to Santa Claus's headquarters. On Christmas holiday, Member families pushed the button to follow Santa through different cities at different times with real-time updates.

This innovative approach showcased OnStar's technology expertise while providing our Members’ families with an unforgettable and magical in-car experience.

OnStar's real-time technology and expert Advisors helped people navigate the holidays with ease and confidence at the push of a button. As a General Motors brand, OnStar provides road condition updates, weather alerts and alternate routes to ensure that Members arrive safely and on time.

OnStar knows parents face unique challenges during the holidays.

71% of US parents find driving with kids during the Christmas holiday to be stressful, anxiety-inducing, and potentially dangerous.

We saw an opportunity to show how the same cutting-edge tech and expert Advisors that added peace of mind on the road can do the same during the chaotic holiday season.

This campaign shows OnStar Members and their families that they can rely on OnStar to help them experience the joy of stress-free holidays. The in-car OnStar button can create unforgettable moments for families during the holiday season.

OnStar successfully transformed its in-car blue OnStar button into a direct connection to Santa Claus's headquarters, providing parents a unique way to bring joy to their children during the holiday season.

By leveraging data from a partnership with North American Aerospace Defense Command (NORAD), OnStar's Advisors provided children with a magical and genuine experience tailored to their unique interests and questions. Personalized scripts and extensive training helped Advisors share Santa's location with families while on the road. Not only could children chat with Santa's helpers (our expert Advisors) they could also share their reactions on social media, adding to the holiday cheer.

And with each button push, OnStar donated one dollar to the Red Cross, in total $25,000 USD, making the experience even more meaningful.

Through a tech-led brand experience combined with real-time data, OnStar's Follow Santa campaign successfully targeted its existing base while also attracting new Members to expand its reach to a wider audience.

This for-good campaign primarily targets OnStar Members and their families with access to the blue OnStar button in their vehicle to track Santa's location during the holiday season.

Through the campaign's messaging, parents who are not currently OnStar Members were retargeted and encouraged to sign up to try the brand's real-time technology and safety services.

However, the campaign's success has led to a significant amount of user-generated content on social media platforms, expanding its reach to non-Members. The campaign's social media presence and spontaneous PR exposure generated by the partnership with the Red Cross allowed it to engage with a broader audience, generating 9.5M organic impressions.

The OnStar Follow Santa campaign was successfully implemented through a CRM and multichannel social media strategy that engaged audiences across platforms. In six days, from December 19 to December 24, 2022, our almost zero investment campaign but “all love” approach shared over 30 social media posts from creators and influencers on Instagram, Facebook, Stories, Twitter, YouTube, TikTok and Pinterest, including boosted and dark posts.

Each post offered the audience a unique and evolving experience, encouraging them to engage with OnStar Advisors by pushing the blue OnStar button to follow Santa during the holiday.

The campaign also showcased real family reactions to the OnStar experience.

The campaign's climax occurred on Christmas Eve, when OnStar Advisors used NORAD data to offer real-time location updates to OnStar Members who pushed the blue OnStar button in their vehicle. Social media reactions showcased real families entertained by the OnStar experience.

The campaign successfully engaged thousands of Members, with 114,483 OnStar button pushes.

The week-long social media campaign generated 9.5 million impressions, 8M engagements and 872M video completes, surpassing the benchmark by 71%. The campaign also set a new record for User Generated Content, with Members sharing experiences on TikTok.

The Follow Santa campaign generated 214 million media impressions, leading to more than 22,000 visits to OnStar's site. The General Motors dealer network also shared the campaign 1,300 times.

OnStar's Follow Santa campaign successfully alleviated stress and anxiety for families during the holiday season, as shown by the 114 OnStar Buttons pushed in five days, and positive social behavior observed in parents and children.

Non-Members were intrigued by the unique use of OnStar technology, encouraging them to consider becoming OnStar Members.

According to a survey conducted by the SWNS Digital, 71% of Americans feel that road trips with kids are the most difficult part of the holiday season.

According to the American Psychological Association, 38% of adults report increased stress during the holidays.

OnStar addressed the common issue of kids having meltdowns on Christmas Eve by providing a fun and interactive distraction.

OnStar recognized the mental health challenges parents faced when driving during the holidays and offered a personalized experience for their children, allowing parents to focus on driving safely.

This campaign came during one of the most challenging periods of the year, bringing joy to families in difficult times.

By providing a unique and entertaining experience, OnStar established itself as more than just an emergency response service. The campaign humanized the brand and positioned it as a trusted partner in keeping families safe and happy on the road.