Shareacarol.com is the digital component of the 2011 holiday campaign for GSD&M client TJX brands – comprised of Marshalls, T.J.Maxx and HomeGoods. The campaign’s digital footprint encompassed fully functional experiences on a web site, Facebook and on iOS and Android devices.
The project involved shooting live action carolers on green screen and compositing them over top of a Google Maps Street View layer for the site and Facebook. Users could enter their own address to have the carolers sing in front of their house. They could also add special effects to the scene, such as snow, Christmas lights and a live action reindeer.
In the case of mobile, we developed a server-side app – the first of its kind that we’re aware of – that seamlessly composites the green screen videos of the carolers singing over top of a photo that consumers either upload, take with their device’s camera or select from a Facebook album.
The Facebook app can be accessed from the Marshalls, T.J.Maxx and HomeGoods Facebook pages while the web and mobile versions of the site can be found at ShareACarol.com.
Here are some screens from the site:
