Taste Of Home is partnering with Folgers for the second year in a row to install a holiday-themed live activation called Gingerbread Boulevard in NYC’s Madison Square Park. This year, Taste of Home and Folgers will also launch a digital advertising campaign featuring user-generated content.
Open to the public on December 6 and running until December 18, a life-sized Gingerbread House was constructed by Taste of Home, sponsored by Folgers. Visitors will experience virtual and interactive elements in the Gingerbread House, such as a screen called “America’s Holiday Mantel,” which displays consumer-submitted photos from social media that use the hashtag #holidayheritage.
The photos will also be streamed in “Folgers Family Feed” ad units that will run across Taste of Home’s digital channels, such as the magazine’s Web site and its Facebook and Instagram accounts.
Users will be able to begin submitting photos with the hashtag for an opportunity to appear in the “Folgers Family Feed” digital ads or “America’s Holiday Mantle” display starting tomorrow, when the campaign goes live. Taste of Home editors will share five holiday traditions to kick off the campaign, a spokesperson added.
“With this year’s activation consumers coast-to-coast can become a part of the celebration,” Joe Losardo, executive brand director of Taste of Home and Reader's Digest, told Publishers Daily.
Gingerbread Boulevard visitors can also decorate an interactive Christmas tree and be greeted by a virtual marshmallow snowman.
Taste of Home says they expect up to 350,000 visitors during the two-week-long installation, and expect to reach 10 million people via social media.
That number is the result of growing attendance and a “huge upswing” in digital and social engagement over the past few years at the annual event, Losardo said.“The program also provides an opportunity for our advertising partners to connect directly with audiences well beyond a typical sponsorship,” he added.