Going viral in 1994

Each year I indulge in a little Christmas magic with a viewing of Miracle on 34th Street (the 1994 version). It’s my all-time favourite Christmas film so watching it has become an annual occurrence.

Source: 3.bp.blogspot.com

Source: 3.bp.blogspot.com

With a film that you’ve seen so many times, it’s rare that you notice anything new – but this time I couldn’t help but see the viral effect of the “I believe in Santa Claus” message that spreads throughout New York.

Little girls hung “I believe” signs in their windows, workmen displayed the message on information screen and big businesses even projected it onto their advertising blimps.

While it may not have been an online sensation because it was the early 90s, any marketer would have been ecstatic about how quickly and widely the message spread.

It’s a great Christmas film with a wonderful message – and a bit of marketing insight too, it seems.

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