The Social
Christmas Tree


Godiva Case study images


How do you create a big splash in a crowded Rockefeller center during the Christmas holiday season? You create the world's first social chocolate Christmas tree of course. While just one block away from the iconic Rockefeller Center tree, Godiva Chocolatier was challenged with a tiny store amidst a sea of equally notable retailers competing for foot traffic. They needed to create a newsworthy event but wanted to involve more than just New York tourists, and so the world's first social Christmas Tree was born.

Positioned right in the store's front window for all to see, a tree was stationed and created from scratch, made entirely of Chocolate by Paul Joachim, the world's only chocolate speed sculptor. Adorned with special LED lights that could be controlled by fans across the country via a simple directed tweet, fans could change the color and pattern of the lights, by tweeting different commands at the tree's Twitter account, from single colors to complex multi-color commands.

Simply tweeting at the tree and receiving a confirmation wasn't enough - people needed to see the results of course. A live Youtube streaming feed with a camera directed at the tree, allowed everyone to take part in the holiday spirit and watch as the tree changed colors and delighted store visitors and passers-by.