With the holiday season fast approaching and their promotional budgets already allocated to traditional media, Georgia Aquarium hoped to find a way of reaching out to their already active followers on social media in a fun, engaging, yet inexpensive way to further build excitement for the upcoming holiday season.

Working closely with their social media teams, it was discovered that one lesser developed character, known only as SCUBA Claus, had already garnered a modest following. Visible for only one hour a day, 5 days a week, throughout the holiday season, guests were left to wonder, who this character was and what he does when not on display. As a result, “Where’s SCUBA Claus?” was created as an invitation for fans to follow along with SCUBA Claus as he explored the city of Atlanta. The first fans to comment on the post, correctly identifying where the photo had been taken, received a special prize.

As a result, Georgia Aquarium witnessed a noticeable spike in their social engagement, while fans of SCUBA Claus forged a stronger relationship with the beloved character.