The work, which is intended to persuade consumers to buy Scotch Tape for wrapping presents, is centred around a dedicated website and includes a viral "Pass the parcel" viral game, an online version of the popular children’s party game.
The website has been integrated with social media sites Facebook and Twitter, where consumers can link to the game and play with friends. Participants will have the chance to win prizes, such as Kodak digital picture frames and iPod Shuffles.
The digital campaign is being supported by above-the-line work including in-store activity and PR.
Ruth Hards, Scotch’s brand manager, said: "We know that most of our consumers spend a lot of time online, so it really makes sense for digital to play a key part in the campaign."
The campaign comprises two stages: "Say it with… care" will remind consumers of the importance of gift-wrapping and link to the viral game, while the Christmas-focused "Say it with… joy" phase will include TV advertising and point-of-sale activity.
The campaign is intended to promote 3M’s Scotch Pop-Up Tape Handband Dispenser and its new Pop-Up Tape Deskgrip Dispenser, which dispenses pre-cut strips of sticky-tape.
Hards said: "The 'Say it with…' campaign will encourage consumers to get creative with their gift-wrapping and share the fun with family and friends throughout the social networking space."