// Lidl GB becomes first-ever sponsor of the nation’s favourite festive playlist, Spotify’s UK Christmas Number 1s
// The campaign follows the premier of Lidl’s Christmas ad last month, which introduced its unlikely Christmas hero, Lidl Bear
Lidl has officially partnered with Spotify, to become the first-ever sponsor of its UK Christmas Number 1s playlist.
The sponsorship sees the value grocer’s Christmas audio ads depicting Lidl Bear, promoted alongside the 45-song selection of the nation’s favourite Christmas classics.
In another festive first for the retailer, Lidl Bear also takes centre stage in a brand-new playable ad featuring Lidl’s poker-faced Christmas character parachuting through the night sky, as gamers are challenged to guide it home.
The playable ad lives across King’s mobile app gaming network, in popular games such as Candy Crush, where gamers will be able to earn rewards such as extra lives.
Within the first week of launch, the game has received a 98% engagement rate, up to December 1st.
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The new Lidl Bear activations follow the introduction of the character during the premiere of Lidl’s Christmas ad last month, which encourages charity donations to its toy bank initiative.
Lidl GB head of campaigns and media Jo Gomer said: “This Spotify partnership is another great new media activation to support Lidl Bear and the Christmas campaign, to continue to bring festive joy to the nation.
“When we set out developing Lidl Bear our goal was to create humour and deliver our message about what’s important this Christmas. That’s why, rather than selling this unlikely celebrity, it has instead been the inspiration for our Christmas charitable drive.
“And as we get closer to the deadline for donations on December 16th, we want to encourage anyone that can to head down to their local store and donate – helping to ensure every child experiences the joy of a beloved toy this Christmas.”
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