Canadian Tire begins Christmas Spirit Tree promotion
Canadian Tire has begun an out-of-home and social media campaign called the "Christmas Spirit Tree." The 30-foot tree has been installed at Union Station in Toronto. It has been decorated with 3,000 LED lights that respond to messages containing Christmas-related keywords posted to Facebook, Twitter and ChristmasSpiritTree.ca. Consumers can also send text messages to the tree. The brightness and colour of the lights will vary depending on the source of the messages. Live footage of the tree can be viewed on the website and on screens at Yonge-Dundas Square. The tree will be on display until Dec. 16. "At this time of the year, everyone's talking about holiday spirit," said Rob Shields, senior vice-president of marketing at Canadian Tire. "We wanted to show it. Canadian Tire is thrilled to see the Christmas Spirit Tree come to life and celebrate the joy of the holiday season with all Canadians."