To promote the “Countdown to Christmas” original movies “Sister Swap: A Hometown Holiday” and “Sister Swap: Christmas in the City,” the Crown social media team hosted Zoom Watch Party events where a viewer and three of her friends could enter to win and virtually watch the movie together. The parties included Christmas trivia and games, such as a living room scavenger hunt. The kicker was surprising fans with drop-ins from the movies’ stars—a moment that was shared across social media to encourage others to enter. In just three weeks, the activation scored 1 million engagements and more than 30,000 entries.

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