In 2014, Waitrose decided to do something a little bit unusual for Christmas. It ran an online campaign urging members of the public to form a virtual choir and sing the soundtrack for its Christmas advert, and in doing so, help to fundraise for three special cuases by creating a charity single.
The public visited the Waitrose 'Donate your Voice' site to record and upload their own rendition of Dolly Parton's song 'Try', in an engaging and immersive studio experience.
In an advertsiisng first, renowned music producer, David Kosten, then mixed the recordings to create a virtual choir. The choral version of the song, made up of the public's voices, has then been used as the soundtrack for the Waitrose Christmas TV advert. The song was also available to download as a single with 100% of the profits going to charity. Over the 10 days the micro site was live, more than 100,000 people interacted with the site.