From tomorrow (15 December) a Twitter campaign will encourage users to pull virtual crackers by tweeting friends and family using the hashtag #pullacracker. Followers who reply using the hashtag will be sent a unique link to an animation showing a cracker being pulled and revealing their prize. It will also offer a traditional cracker joke.
The festive campaign is an effort to engage shoppers with the brand in a more emotional way over the festive period.
Tesco has previously used its social media feeds as customer service channels and a way to provide customers with information or advice.
It is part of Tesco’s overarching Christmas campaign that aims to demonstrate “the little things that make up Christmas”.
Tom Daniell, Tesco social and digital director, says: “We’re looking forward to lots of people joining in the festivities this weekend by pulling a virtual cracker. We know it’s the little things that make Christmas, like groaning over a cheesy cracker joke with friends and family. It’s great that social media means we can help people all over the country share more of those moments.”
Tesco is expected to run a TV ad on Christmas Day that brings together its series of festive TV ads. The supermarket is also thought to be preparing a major brand campaign in the new year.