To capture our audience’s attention during the holiday times when decision-making clutters the mind, we developed content that emotionally conjured up the true Christmas spirit. We brought back the classical Rudolph the Red-Nosed Reindeer characters by updating this beloved story and inserting Bing search into the action. We developed never-before seen moments that were not only clever and fun but elicited childhood nostalgia that kept our audience engaged and wanting more.We created four custom videos which featured beloved characters from the 47-year-old holiday special Rudolph the Red-Nosed Reindeer. This entry features Bumble the Abominable Snowman using Bing to learn a fearsome roar so he can properly scare Santa’s elves. The re-versioned animated story carrying the Bing message was effective because it sparked a nostalgic emotional Christmas bond for the consumer. Our content successfully delivered a subtle but much stronger brand message than a typical commercial would that only sells Bing’s technology benefit.This was placed:•On-air in highly rated, holiday-themed programming•Cinema placements shown prior to holiday films in more than 245 theaters (nearly 3,000 screens) •Seeded the videos online through paid media and Microsoft owned assets (YouTube, Facebook, MSN). A supporting video is available if you wish to find out more on the campaign.