Santa's lost his Elves following a night of debauchery and egg nog quaffing. (Okay I made that last part up-- they might have gone clubbing.) The only clue we have is a-- wait for it-- Elfie, taken by Santa.
Yes. An Elfie. If you follow @TedsElfie on instagram, it'll make more sense, as it's a game that uses Instagram's native features, like tagging, and the more you hunt for an elf, the more you might win a prize. Including, a trip to see the Northern lights.
So follow @TedsElfie on instagram and start playing!