As one of the key points of the strategy, Caffeina proposed the creation of a video that would increase visits to the mini-site. On the mini-site, the users could find Disney characters that they could cut out for their children. They could also share their favorite Christmas memory online by participating in a photo contest, with lots of prizes for the family.
The video was seen by more than 1 million videos within the first seven days. The contest website was visited by thousands of users that uploaded their memories and voted in the gallery, thus creating a truly sharable Christmas memory book.