Westjet - Christmas Mini Miracles

Westjet - Christmas Mini Miracles

Canada’s second largest airline WestJet has been successfully capturing the sentimentality of Christmas with experiential campaigns for several years – and Christmas 2015 was no different.

On December 9th, WestJet held a “mini miracles day” where airline street teams wearing blue Santa hats joined forces with the WestJet Blue Santa to make 12,000 mini miracles (defined as any act of kindness evoking a positive response) happen across the airline’s route network. With just 24 hours to achieve a goal of 12,000 mini miracles WestJet enlisted the help of its customers, who contributed by doing something nice for someone and sharing the good deed on social media with the hashtag #WestJetChristmas .

A total of 31,793 mini miracles in 10 time zones were registered throughout the day.

Acts of kindness large and small included giving beach toys to children in Jamaica, giving warm clothing to the homeless, delivering Christmas groceries to families in need and even sending people on free holidays.

WestJet compiled the highlights of the day into a video , which was viewed more than 1.3 million times in just two weeks. News of the effort spread quickly across Canadian and international media. News outlets like the CBC , Adweek and Mashable in the UK all reported on the event.

The WestJet Christmas Miracle is now in its fourth year. The 2013 campaign , where passengers discovered wrapped gifts on a Calgary luggage carousel, was perhaps the most successful of all, with over 44 million views on YouTube.