ABC Family to Take 25 Days of Christmas to Launch Freeform

11.23.2015

In a couple months when gym memberships swell, ABC Family will be making its own New Year's Resolution: to become Freeform, a network shifting from targeting millennials to those in the "Becomers" life stage from ages 14 to 34.

Obviously, ABC Family/Freeform is about to undergo a lot of change, but "25 Days of Christmas" won't be going anywhere. Instead, it's a key component to the transition.

"We're using 25 Days of Christmas as a platform to help remind people that the network is changing its name to Freeform, but all of the things they love about the network is staying the same," said Denise Mark, VP, creative director of integrated marketing, ABC Family.

Now in its 18th consecutive year, #25DaysofChristmas is one of the biggest of its kind on cable, reaching nearly 100 million people in 2014, making it ABC Family's highest-rated period of the year. Kicking off December 1 and running through Christmas Day, ABC Family's air will be dominated by over 300 hours of Christmas-themed film favorites and holiday specials.

But the network isn't resting on its laurels, seeking new ways to "surprise and delight" audiences across the country through the second year of its Pop-Up Santa initiative.

Devised as a way to eventize the holidays and bolster fan engagement with new content, Pop Up Santa's "Share The Joy" food truck will be all over the place this holiday season, partnering with Reddi-wip.

The joyous venture launched November 14 at Wollman Rink in Central Park with free hot cocoa and Reddi-wip topped holiday treats.

On Thursday, November 19, a pop-up concert surprised shoppers at the Americana at Brand mall in Glendale, Calif., with goodies, food and (of course) whipped cream. The event, hosted by Aimee Carrero from Young & Hungry, featured Natasha Bedingfield, Tom McGrath and the charitable Band of Merrymakers, comprised of Better Than Ezra frontman Kevin Griffin, Charles Kelley of Lady Antebellum and others, performing to raise money for Music Cares. The concert premieres December 20 on ABC Family.

On Saturday, November 21, the truck arrives in Chicago for an appearance at the Magnificent Mile Lights Festival to warm up those waiting in line.

Network talent will raise spirits at Children's Hospital Los Angeles, an appearance that will air December 15.

The excitement around Pop-Up Santa comes from the surprises, with many tantalizing secrets tucked in ABC Family's coffers.

Case in point: on November 17, One Direction surprised the world by performing on fellow Disney family member Good Morning, America for its 40 for 40 anniversary show. ABC Family shocked four lucky ladies from the greater LA area with tickets and the opportunity to meet the band. The fun airs December 9.

'Tis the season for synergy, as ABC Family teams up again with Good Morning America when Will Ferrell arrives not only to promote Daddy's Home but for an Elf reunion, where Ferrell will point to ABC Family's airing of the holiday classic.

Many more surprises await, including a special event revolving around their new series, Cassandra Clare's Shadowhunters, which will air December 12, one month before the show's January premiere.

Tying #PopUpSanta in a nice, melodic bow is a "Pop Up Santa" original song and music video, from multi-platinum singer-songwriter JoJo and UCLA's a capella group ScatterTones.

"Pop Up Santa and its additional content is something other networks don't do," said Mark. "They don't offer anything besides the movies they continue to run. We are giving fresh content that actually involves viewers and that's what sets us apart."

ABC Family has been a pioneer in the wave of holiday programming, and also was one of the first to kick off Christmas season early with "Countdown to Christmas."

Now everyone starts early.

"We've been on the bandwagon of starting Christmas early for quite a few years," said Mark. "When people copy us, isn't that the sincerest form of flattery? Other channels have Christmas movies, but none of them for 18 years."

Countdown to Christmas runs from November 22 to November 30 and features a Pretty Little Liars #5YearsForward special on Tuesday, November 24 at 8 p, ET/PT, followed by a Young & Hungry holiday special of its own.

Young and hungry is an apt description of Freeform's newest target audience: a life stage beginning at the age of your first kiss lasting to your first baby, a range that covers high school, college and the decade after.

ABC Family was launched as a millennial network, and has succeeded. It's #1 for women 18-49, but they aren't going to chase millennials as they age.

"We're not forgetting the other viewers; we want everybody to come along for the ride, but we want to be able to have more things for that demographic," said Mark. "We know what our fans and audience want and love to watch, especially during the holidays. We want to show them that with our new platform we'll still have the great stuff you love, but we're also going to go a little outside that box now that we don't have the handcuff of being family."

The folks at soon-to-be Freeform are clearly invigorated by the change, and the sky's the limit.

"We're no longer ABC or Family. We can be whatever the hell we want!" said Mark. "Next year when 25 Days and Pop Up Santa come back under the Freeform name, who knows, maybe it'll be 3D and interactive?"

Whatever it entails, the message is clear: 25 Days of Christmas is here to stay.