Kringl™, the Proof of Santa Video app, was launched to raise awareness and support for Make-A-Wish® Canada, an organization that grants wishes to terminally ill children.

Although not as prevalent as in the United States, branded content in Canada is playing a greater role in telling the stories of Canadian brands. A recent comScore study revealed that Canada ranks 2nd for online video consumption.

Kringl faced a unique challenge, as it needed to appeal to two different audiences at the same time. First, it had to capture the attention of parents so they would download and use the app. Second, the scenes captured with the app needed to be convincing enough to make believers out of today’s tech-savvy children.

As both of these audiences are faced with more media and content choices, advertising that effectively weaves a brand’s message into an engaging piece of entertainment will break through. Kringl had this combination. By granting every kid’s wish to see Santa on Christmas, the app created a natural link to the brand’s message. The result was a memorable piece of branded content that was shared and enjoyed in over 150 countries.

Kringl, the proof of Santa video app was released in the three weeks leading up to Christmas day. Knowing that the app’s success would hinge on the believability of the video, we filmed a range of footage in different lighting situations to give the user the ability to match their lighting conditions at home. Users could also scale Santa up and down to fit precisely with their environment.

Without paid media support, the app’s popularity spread predominantly by word of mouth. The story of the app was picked up by national and international news outlets, blogs and industry publications.

In less than 3 weeks, the app was downloaded over 110,000 times. Kringl videos were enjoyed by children in over 150 countries. During the app’s peak activity on Christmas Eve, more than 2 videos per second were being created. By Christmas day Kringl had generated over 35 million media impressions – all with no paid media support.

Kringl was featured on the front page of the iTunes store and in their “top holiday apps” section. It was also named “Top 12 agency holiday campaigns” by Advertising Age, was the FWA’s “App of the Day” on Christmas Day, and was showcased on USA Today and Fast Company, among others. Through the app, Make-A-Wish® Canada received global awareness and support to grant more wishes to terminally ill children. Most importantly, parents everywhere were able to grant their children’s wish, to see Santa Claus on Christmas morning in their very own living room.