Iconic British spread Marmite has launched a pre-Christmas campaign for its Gold version in London encompassing both social media and DOOH channels to give its fans a munite of fame.

As a first stage, Marmite invited all its fans (and even foes) to have some fun with its new app allowing to submit users’ photos which then appear on a large digital screen of the famous Christmas lights on Oxford Street.

Social gaming company Zynga has launched its holiday philanthropic campaign, which connects virtual and real world. It kicked off “Oh, What Fun!” initiative, which helps to collect money for buying toys for children from less fortunate families in the USA. The new campaign invites gamers to contribute to the cause while playing their favourite online games—from November 28 to December 31, all the money from in-game purchase price will be donated to Toys for Tots (players’ purchases are not tax-deductible).

As the Black Friday rush in the US and Canada is over and the official Christmas shopping frenzy is almost there in the Catholic (and, frankly, all the remaining) world, retailers and brands are looking to make the most of this holiday season in every possible channel: physical stores and malls, on the web, on mobile devices and even in social media.