PC maker Asus is taking a swipe at tradition, decorating a Christmas tree with 45 of the brand’s seven-inch memo pad tablets.

The installation was at Toronto Eaton Centre over the weekend, drawing traffic to tables of Asus products. Some of the tablets have ornaments on the screen that users can manipulate by tapping or swiping. Others allow users to take a selfie and create a holiday card, which they can then share if they log in through Facebook, Twitter or email. People are encouraged to share for a chance to win an Asus Transformer Book.

“It’s an eye-catching installation we’re using to draw mall goers to the activation,” says Cecilia Choy, senior manager, marketing communications and channel marketing. “We have so many different lines we want people to understand what products we have available and what is best suited to meet their needs.

The program is an extension of the company’s back-to-school mall tour. Creative agency GMR Marketing worked on the campaign, which goes next to Square One Shopping Centre in Mississauga, ON.

The company also just wrapped up a print campaign in Metro newspaper.