“Where’s Santa?” is the question kids ask nonstop on Christmas Eve.
Technology to the rescue! Beginning Dec. 24, children whose families have Cadillac, Chevrolet, GMC and Buick vehicles equipped with an active OnStar plan can find the location of his sleigh with a simple push of the blue OnStar button.
OnStar, in collaboration with the North American Aerospace Defense Command (NORAD), will provide real-time updates during St. Nick’s annual flight using NORAD’s official Santa-location data. (Incidentally, OnStar and NORAD also know where Santa’s reindeer are. Sorry, Bentley.)
In the spirit of the season, GM and OnStar will also contribute $1 to the American Red Cross, up to $25,000, for every blue-button push in the United States between 6 a.m. EST on Dec. 24 and 5 a.m. EST on Dec. 25.
In anticipation of a higher call volume from Santa Update requests, OnStar advisor staffing will be adjusted.
A 60-second spot from Campbell Ewald shows how one little boy with the help of an OnStar advisor is keeping tabs on Santa throughout the day, all while confidently letting every “fake” Santa he sees know where the real Santa actually is.
The video will run between now and 5 a.m. EST Christmas Day across the brand’s digital footprint, including OnStar.com and OnStar social channels.
OnStar has worked with NORAD for over 10 years on this program, says Laura Thornton, director of marketing, global connected services at General Motors.
“Each year we focus on improving ways to get our OnStar subscribers engaged, and in recent years have promoted this feature through email, digital and social media, radio and print media outlets, and amplification through Chevy, Buick, GMC and Cadillac,” Thornton says. “This year, we are hoping for record-level engagement, increasing the reach and impact of this fun experience.”
The project began as a way to bring a little magic to subscribers on Christmas Eve, she says.
“We love how this ties into our brand as it creates a smile moment for everyone who engages, including our OnStar Advisors,” Thornton says.