For this year’s 12 Days of Christmas, Old Navy launched a white elephant gift swap game on Vine called #StealOrStay.
Using the brand’s Fair Isle sweater, Old Navy posted 12 gifts (from pogo sticks to full-paid trips) to open, share or “steal” from other Viners. To amplify the social reach of the effort, Old Navy teamed with 12 Vine “stars” in addition to promoting the game on Twitter. To enter to win a prize, a person must retweet or re-vine the post using the #StealOrStay. This good old Yankee swap with a social media twist, reports an upwards of 45,000 likes and 16,000 re-vines, as well as a 50% increase in followers on Vine.