SITUATIONMSN/Sympatico wanted to reach out to its customer base during the Christmas season with an engagement program to reward its most loyal customers. The challenge: to engage 39,000.SOLUTIONThe “Ask Santa” promotion was created, targeting parents with email and online banners.Children emailed letters to Santa through a custom microsite, which automatically generated a personalized email back to the child.The microsoite included downloadables such as desktop wallpaper, gift tags, holiday recipes and Christmas Carol sheets (for kids to print and colour).RESULTSWithin five weeks, 67,902 letters were sent to Santa, exceeding program objectives by 174%.