US department store Macy’s continues to outshine its contemporaries with its mobile offer. In its latest initiative, the retailer has given its mobile users the chance to appear in a TV ad that will air on Christmas Eve and Christmas Day.

Shoppers are being asked to photograph or video themselves mailing a letter to Santa in a Macy’s store, and then post it to Twitter, Vine or Instagram using the hashtag #MacysBelieve. The ad will feature a montage of the best.

The campaign should help drive shoppers into stores at a time of year when footfall is crucial. It’s another good example of retailers using digital technologies to increase store footfall, and it’s a clever way to tap into the excitement surrounding Christmas.

The project also enables individuals to get creative with their approach, and spread the word and awareness of the Macy’s brand without it appearing overly corporate or inauthentic.