"Days before the holiday proper, John Paul Designs announced a “Show Us Your Christmas Spirit” contest on Facebook. Revelers were invited to swing by and display as much Yuletide “razzle dazzle” as they could muster. Their photos were posted, and prizes — including a custom silver pendant — awarded for the most “likes.” One woman brought in a decorated 7-foot white Christmas tree; another showed up as Santa, bearing beer. “There were lots of votes cast, good hype, and we got quite a few new fans out of it,” says Amy Castaño, who handles marketing for the store."
