Core disciplines: Digital, Social


Getting emojional to cut through and spread a Lidl festive cheer


In 2017, following a bumper Christmas of chatter and stellar sales the year before with the Lidl Social Price Drop, Lidl needed to cut through the clutter once more and stand out at the busiest time of year. So at 360i, Lidl’s social agency, we were asked to create talkability: driving positive conversation, at scale, with a made-for-social idea. 

Phones can make Christmas an antisocial time. What if social media could actually be what brings people together?

Data-Driven Solution

Digital agency 360i Europe was one of just 30 companies to gain beta access to Facebook’s brand new augmented reality (AR) development platform. We used this to bring Christmas cheer right to people’s dinner tables with four festive filters and the UK’s first ever Facebook AR game, Emojional Christmas. Lidl also broke the record as the first retailer to launch a Facebook AR filter.

By opening the camera within the Facebook app, Lidlers could see themselves transformed into a Brussels sprout, a turkey, a Christmas pudding or even a mince pie – or they could play Emojional Christmas against friends and family, matching the facial expression of falling emojis on screen as quickly as possible to score points.

We brought in the nation’s favourite Santa Claus – the one and only Brian Blessed – to bring our Christmas tech to life, and used smart media targeting to reach Lidlers up and down the country with a how to message.


4 million engagements




2 mins dwell time



The nation was enchanted with Lidl’s Christmas magic, with the campaign racking up a whopping four million engagements and 442,000 shares. Total dwell time far surpassed anything we could anticipate, in fact it was 50 times higher than we had predicted, totalling 13,110 hours – that’s nearly a year and a half of interacting with our campaign. Emojis alive!

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