At a time of year when flights are at capacity and stress levels run high, Canada’s preferred airline, WestJet, aspired to spread the joy of the season by activating something remarkable, sentimental, and interactive for its guests and employees. WestJet delighted unsuspecting travellers with a real-time holiday surprise that delivered personalized gifts to guests arriving in Calgary as part of a true “Christmas Miracle." Having captured the experience, WestJet posted the holiday video on its YouTube page on December 9, 2013, and within days it was the most shared Canadian viral ad in 2013, and among the top five globally. With the support of a strategic communications plan, YouTube views and media impressions far exceeded program objectives, contributing to an unexpected and unprecedented increase in sales during the holiday period.In 2013 WestJet developed a strategic social media campaign to break through the clutter of holiday brand activations and capture the sentimentality of the season by creating a remarkable brand-focused experience for consumers. WestJet brought joy and happiness to its guests, and employees by creating and sharing a first-of-its-kind “real-time giving" experience that embodies the spirit of the holiday season. WestJet created an experience for their guest that was not only timely and engaging but it captured the hearts, minds and social media feeds of WestJet’s target consumers across the globe. The viral campaign garnered international attention and became one of the most-viewed and shared viral ads of 2013 in the world, and increased WestJet’s sales by 86% compared to the same period last year.