Campaign for Dutch chocolate brand enables users to turn poems for Santa Claus into an edible treat.

A microsite was developed for Jamin, the Netherland’s largest candy store, where users can submit tweets that will then be made into “chocoletters.” User write poems for each other and the promotion lasted until December 5th. This day is known as Sinterklaas, when,  as legend has it, Holland is visited by Santa Claus who travels by boat. The best of these poems will be made into real choletters from chocotweets.

The tactic demonstrates how the lines between the digital and analog worlds will continue to dissolve. The microsite makes even more sense considering the short time period it was live for and how it was built around a special, regional occasion. Having such a tight deadline adds suspense and delight to the interactive experience and gives visitors a sense of urgency.

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