Santa Tracker is an annual Christmas-themed entertainment programme that allows users to follow Santa on Google Maps on Christmas eve as he makes his journey around the world. Additional activities and games, including ones that teach basic coding, are added throughout December.

It’s an unusual campaign, but it certainly works and brings a huge amount of traffic to the search engine, as well as generating coverage.

With its annual campaign, Google gives its consumers something for free – it’s a clever tactic that helps to boost the brand’s reputation and influence. This works especially well at Christmas time, as it’s the season of ‘giving’ after all.

It’s creativity like this that has kept Google the most popular search engine for over a decade.