Lidl has officially joined Spotify as the first-ever sponsor of its UK Christmas Number 1s playlist.
The sponsorship promotes the value grocer’s Christmas audio ads featuring Lidl Bear, as well as the 45-song collection of the nation’s favourite Christmas classics.
Another festive first for the retailer is a brand-new playable ad featuring Lidl’s poker-faced Christmas character parachuting through the night sky, with gamers challenged to guide it home.
The playable ad can be found across King’s mobile app gaming network, in popular games like Candy Crush, where players can earn rewards like extra lives.
Up until December 1st, the game had a 98 percent engagement rate in its first week of release.
The new Lidl Bear activations follow the character’s debut in Lidl’s Christmas ad last month, which encourages charitable donations to its toy bank initiative.
Lidl GB head of campaigns and media Jo Gomer said: “This Spotify partnership is another great new media activation to support Lidl Bear and the Christmas campaign, to continue to bring festive joy to the nation.
“When we set out developing Lidl Bear our goal was to create humour and deliver our message about what’s important this Christmas. That’s why, rather than selling this unlikely celebrity, it has instead been the inspiration for our Christmas charitable drive.
“And as we get closer to the deadline for donations on December 16th, we want to encourage anyone that can to head down to their local store and donate – helping to ensure every child experiences the joy of a beloved toy this Christmas.”
Source: Retail Gazette