• by Laurie Sullivan , Staff Writer @lauriesullivan, December 2, 2014

While Microsoft and the North American Aerospace Defense Command battle it out with Google for dominance in the skies Christmas Eve, this year NORAD is doing something different. It has launched an awareness social media campaign asking the public to help name its newest Elf in Santa's Village.

The elf, scheduled to ride on Santa's official sleigh launch team Christmas Eve, needs a name to put on his stocking, per Lieutenant Colonel Vanessa Chavez. NORAD is using Facebook, Twitter, and Google+ to promote the campaign and allow people to submit their best Elf name ideas.

Later in the month, NORAD will pick the top three names and put them to vote. They will announce the winning name on the three social media sites, and the winner will receive a special care package.

Separately, NORAD's and Google's site feature a countdown to Christmas Eve, as well as information and games that unlock as Christmas Day approaches. Tying the tracker to Google Maps, the search engine hopes to teach kids how to code in basic Javascript. Teachers can download lesson plans that align with the core project. The lesson plan for Grades K-2 compares Christmas traditions in Russia and Australia, for example. 

Both trackers run on mobile. The NORAD Tracks Santa apps are available in Windows, Apple and Google Play stores.

NORAD began tracing Santa in 1955, after a department store advertising a number to call Santa accidentally directed calls to the Air Defense Command Center. Since then, NORAD built up its volunteer base to about 1,250 Canadian and American uniformed personnel and DOD civilians volunteer their time on Dec. 24. They answer the thousands of phone calls and emails that come in worldwide.

Aside from support by a lengthy list of corporate contributors like Microsoft, and Hewlett-Packard, NORAD has two lead project officers who manage the program, which is made possible by volunteers and through the support of corporate licensees who bear virtually all of the costs.