​Pop Up Santa, the surprise giveaway stunt that appeared in cities around the country over the past two weeks, is actually a marketing initiative created by ABC Family to promote their 25 Days of Christmas programming.

ABC Family’s corporate siblings at Good Morning America revealed the big news Friday morning.

Santa will continue to pop up around the country through December 9. ABC Family has also created a Pop Up Santa digital experience that includes daily Pop Up Santa videos and exclusive content, Disney Store gift baskets, red bicycles, ugly Christmas sweaters, Disney On Ice prize packs and $500 gift cards.

As part of the 25 Days of Christmas campaign, ABC Family talent will also make appearances at events integrating network advertisers, including Verizon, KFC, Pillsbury, and Capitol One. The franchise will also get cross-promotion at the Country Music Awards, Disney on Ice, and Disney retail stores.

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