The activations have taken inspiration from the retailer's Christmas TV advert. The first experience was a visit to Bolton’s Little Kickers football school from ex-Wanderers player Fabrice Muamba, after Susie Ingram expressed her delight at the academy’s coaches Andy and Jake on Twitter.
Boots also transformed Victoria Road Primary School in Northwich into a winter wonderland, complete with a giant snow globe, elves, reindeer and Christmas trees, and brought ballet legend Darcey Bussell to a barrecorre class in Chiswick, London. Video edits of the Christmas surprises are being uploaded to Facebook, Twitter and YouTube to further amplify the campaign.
Andy Ferguson, director of marketing, Boots UK, said: "With #SpecialBecause we set out to inspire our customers to celebrate special people in their lives by sharing the reasons they matter for all the nation to see.
"However our customers inspired us so much with their incredible nominations telling us all about the people in their lives that make them feel good, often in the smallest or simplest of ways, that we couldn’t resist turning some of those special mentions into a very special memory."
The offline element of #SpecialBecause was developed by agencies Red Consultancy and M&C Saatchi.
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