Cure Cancer 2018 Christmas appeal featured a Sydney Airport Runway Run, interactive Selfie Stations in both domestic and international airport terminals, a silent auction, Tap to Donate terminals and volunteer collections throughout the airport.

Sydney airport staged a series of exciting activities, including a Santa Selfie Station in the domestic terminal and a giant Santa Selfie Bauble in the international.

These fun, family-friendly installations allowed anyone to snap a selfie with the Cure Cancer Santa, which could then be shared across social media.

And for those not travelling over the holiday period, a web version of interlike.app was available on Cure Cancer website. Anyone could upload their photo from their phones and computers. These were instantly turned into a themed web cards spreading a festive message of hope in the fight against cancer.

All photos taken in the airports and uploaded by supporters from their own devices appeared on a giant digital Christmas tree in the baubles at the airports!

The activity earned a lot of attention and energy to the cause. It helped fundraisers at the airports and promoted online donations.

The 2018 Sydney Airport Community Christmas Giving Appeal has raised an incredible $313,000 for Cure Cancer, which supported early-career researchers working across all areas of cancer research and all cancer types.

Who is your audience, what does Christmas mean to them? Do you know and more importantly, can you show them you do?

North City Mall used interlike.app in a campaign where customers could take a picture with the Elfie Selfie Station. These pictures were shared on social media to let all their friends and family know that North City was in the Christmas spirit.

In addition, 100s of the photos were picked to be included in North City's Christmas Heirloom Decorations, which were displayed on the mall's main Christmas tree and featured in hanging banners dotted around the centre.

We believe community means a sense of belonging and a place to call home, treating customers as people involving them on this level proved an effective strategy to generate an abundance of goodwill.

Taking photos with Santa in a local shopping centre is one of the staple Christmas activities. Often it's a family tradition with a Santa photo done year after year. It's wonderful to see a retail environment turned into a happy family place.

Santa set gets busy, sometimes with a long queue and always a wait for prints. An Interlike Selfie Station with a free photo competition is proven to be a great addition in this activity.

• Customers get a digital Christmas photo while they wait
• Photos are shared on Facebook, so all the distant family and friends can engage
• Everyone can get into a draw to win something from the centre
• Customers have an option to opt in to the centre's newsletter

The Selfie Station doesn't compete with the Santa set photos. Families still want their annual professional photo with a print. But it complements it greatly. And the marketing teams benefit by collecting customer data and securing unique content featuring customers. The result is great brand awareness during the peak season.

Easy to deploy, always on the Selfie Station takes up very little room and adds a huge value to customer experience.

Nothing beats the human touch as Richmond Mall knows only too well. During the build up to Christmas for a few hours a day their Christmas fairies roamed the centre with Roaming Selfie Machines. They took photos with customers and asked them to make a wish. Every day before Santa sat down to his business a wish was granted for one of the lucky customers.

Photos and wishes could also be made at the customer support desks.

Fulfilling Christmas wishes by Santa himself. What a heart warming way for the shopping centre to show appreciation for their customers! And photos created and shared via interlike.app brought all that good will to the Richmond Mall Facebook page. The activity resulted in positive customer sentiment online and great engagement in centre.