M&S is taking its Christmas marketing campaign online, with a dedicated microsite launching tomorrow to help customers organise their celebrations. The retailer says this will be its ‘most integrated’ campaign to date.
The microsite, www.marksandspencer.com/Christmashelper, will have new features added throughout November. Among them will be a Christmas gift finder, a Size Detective – which anonymously emails friends and family to find out what clothes size they are – and a party and dinner planner.
Four dedicated Christmas videos on its online TV channel M&S TV will be fronted by entertainer Myleene Klass. Videos focusing on lingerie trends, party fashion tips and food tips will also be screened, while the TV site will show the new Christmas TV ads and behind-the-scenes outtakes from the ads.
The Christmas clothes TV campaign will this year feature Peter Kay directing a dance troupe including Danii Minogue, Jamie Redknapp and Twiggy. Meanwhile Caroline Quentin will star in a series of M&S food ads.
Steve Sharp, Marks & Spencer executive director for marketing, said: “This is the most integrated campaign we’ve ever put together. There’s a seamless transition from TV to online and we have a strong presence across all media, from mainstream TV right through to social media.”
