Did you know just how many corporate connections there are to the iconic 1964 TV special by Rankin/Bass?
You know Dasher and Dancer, Prancer and Vixen… but do you recall the greatest hashtagcontentmarketing story of all? Yes, I’m talking about Rudolph 🎄
In the spirit of the holiday season—and the mantra “Stop thinking like advertisers. Start thinking like content creators.”—let’s break down how Rudolph became one of the most iconic examples of content marketing in history. 🦌
🎁 In 1939, Montgomery Ward needed a holiday promotion. Instead of ads, they created Rudolph the Red-Nosed Reindeer, a free storybook for families. It wasn’t a sales pitch—it was a story about belonging and individuality.
By 1949, millions of copies had been distributed and turned it into a song by Gene Autry selling 2.5 million copies in its first year alone. People weren’t singing about Montgomery Ward—they were singing about Rudolph. The story transcended its origins and became culture.
💡 In the 1960s, General Electric (GE) had a bigger idea: The GE Fantasy Hour. Instead of hard selling products, they funded family-friendly holiday programming to build emotional currency with viewers. Leveraging the now-iconic holiday story they sponsored the creation of the Rudolph the Red-Nosed Reindeer stop-motion TV special in 1964.
✅ The glowing red nose: A subtle nod to GE’s lighting expertise (and actually their product).
✅ Smart integration: GE ran complementary holiday-themed ads for lights and appliances alongside the special.
🧠 Arthur Rankin Jr. and Jules Bass weren’t just storytellers—they were ad agency veterans who knew how to blend creativity with branding. They partnered with Japan’s legendary hashtagadvertising agency dentsu and MOM Production for their pioneering “Animagic” stop-motion technique. This global partnership delivered more than content—it delivered art.
Some will say, “It was easier back then.” Fewer channels. Less noise.
Wrong. Even in the ‘60s, people hated ads. Rudolph succeeded not because there was less competition, but because it wasn’t an ad—it was a story.
Ads Are Forgotten. Stories Live Forever.
🔑 The Rudolph Playbook for Brands Today
1. Invest in storytelling: Great stories outlast campaigns. Rudolph has been running for 60 years. Will your content?
2. Empower great creators: Rankin/Bass, MOM Productions and Dentsu created something extraordinary. Trust your storytellers.
3. Create shareable moments: The song became cultural currency long before TikTok trends.
Rudolph’s journey—from a department store booklet to a global icon—is a masterclass in content marketing. It’s proof that the best brands don’t fight for attention. They earn it by creating something worth remembering.
Will your content light the way—or end up on the Island of Misfit Ads?
Happy Holidays!