Santa sizzles in Belk’s digital effort

Department store retailer Belk has enlisted a hot male model to serve as a non-traditional Santa Claus at the center of a multifaceted digital initiative.



The promotional effort, called Santa Baby Sweepstakes, runs through December 31 and offers Belk customers access to incentives across digital and mobile channels. Throughout the campaign, Belk customers have the opportunity to engage in seasonal activities, such as creating customized eCards and seeing if they're on a naughty or nice list, for a chance to win Belk gift cards of $10, $15, $25 or the grand prize of $10,000. In addition to playing festive games, consumers earn bonus sweepstakes entries by sharing the site across social channels such as Facebook, Twitter, and Instagram, as well as watching the Santa Baby television spot and following Belk on Instagram and Twitter.



"Customer loyalty is a cornerstone of the Belk brand," said Jon Pollack, EVP of marketing, sales promotion and e-commerce at Belk. "This holiday season, we wanted to capture the magic of the holiday season and delight our customers with themed activities and an array of prizes."



The campaign is supported by a Santa Claus character Belk described as unconventional due to his appearance, rather than his good intentions. The campaign which is designed to appeal to adults and kids alike as the unconventional Santa turns sought after products into gifts throughout Belk stores.



"Belk is a unique brand with loyal customers who appreciate the modern shopping experience," said Sara Kowal, VP of innovation at HelloWorld, the engagement solutions provider Belk enlisted to help execute the campaign. "Our goal here was to create a sweepstakes campaign that celebrates the holiday season in a fun way and rewards consumers for engaging with Belk."