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To build buzz around its first animated feature film, Netflix decided to get into the holiday spirit.
The streaming service this week unwrapped three giant mystery gifts in New York, Chicago and Los Angeles to kick off a charitable campaign around the holiday film Klaus, which was released today.
The activations launched Netflix’s larger “Letters to Klaus” initiative, in which the brand partnered with Big Brothers Big Sisters of America—a donor- and volunteer-supported mentoring nonprofit—to fulfill thousands of holiday wish lists written by children in the mentoring program, who are called “Littles,” with the help of their adult mentors, who are called “Bigs.”
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