Over the past few years, the launch of John Lewis Christmas ad has become part of the UKs festive countdown. And this years ad, ‘Buster The Boxer’, is no exception.

Sky signed an exclusive partnership to premiere the ad this morning, with its first terrestrial TV airing following on ITV this evening.

However, TV is just one small part of the ads reach – it has received 1.2m views on YouTube, in the eight hours since it was first posted – and John Lewis is further building on the campaigns digital footprint through Snapchat and Twitter activity.

To mark the ads launch a bespoke Snapchat filter, transforming the user into Buster, will be available until midnight tonight. Throughout December, a Snapchat geofilter will be available in John Lewis 48 stores, to be added to any photos taken in-store. The retailer is also offering Buster-themed stickers on Twitter, which can be added to photos until Sunday 13 November.

Finally, the expanding the ad into virtual reality, with an Oculus Rift experience available at its flagship Oxford Street store, and a 360° video which can be viewed using Google Cardboard in-store or on YouTube.