For the third year in a row, Australia's Myer department store launched a Christmas campaign featuring Elf and his "rag-tab bunch of Christmas friends." In the latest addition to the ongoing story, 'Elf's Journey' shares how Elf comes to appreciate his modern family, which is perfectly imperfect—which will resonate with many consumers, especially during the holiday season. Each time the campaign video is shared on Facebook, Myer will donate a dollar to The Salvation Army.
To dive deeper into the world of Elf and his pals, customers can use the Elf Vision app to have the characters appear in augmented reality before their eyes. As part of its Christmas campaign, Myer is having these 3D characters come to life on Instagram, gift cards, catalogs, storybooks, as well as an in-store treasure hunt.