Pass the parcel is digital success for kalahari.com

The digital campaign trended in South Africa within 15 minutes of its launch, with 19% growth in followers within two and a half hours.

"We encouraged South Africans to tweet #kalahari15 and if their tweet was the first to appear after our music stopped, then a layer was taken off in their name by the Unwrapper," says marketing manager, Kirby Gordon.

"The levels of engagement were awesome. We saw just less than 6000 mentions, each of which accounted for a competition entry. The amplifying effect of twitter meant that our hashtag appeared almost 250,000 times on the feeds of people who follow those who were engaging."

The campaign was a success on and off the digital streets. "We gave away over R10,000 worth of prizes in about five hours and had our Unwrapper unwrap 37 layers of presents from the giant parcel. It's a great feat for a few hours, but also a testament to the company's digital pioneering spirit," he concludes.