Holiday Dash
Open the game- Brand
- Amazon
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Mini-games
- Agency
- The Gang
Objective
Amazon aimed to engage Gen Z audiences on Roblox by bridging its annual physical gift book campaign with an interactive digital experience. The campaign sought to drive year-over-year engagement growth and foster community participation through innovative gameplay integrated with physical product distribution (32M+ North American households reached via QR codes). The experience became one of Amazon's most successful brand activations.
Solution
Amazon Holiday Dash launched on Roblox from September 2023 to January 2024 across seven seasons of rotating mini-games featuring woodland-themed characters. Players competed in events like the Downhill Derby sled race with vehicle customization and participated in a pioneering community voting system to choose new avatar items bi-weekly. The campaign featured 18 collectible UGC items, QR code integration with physical gift books, and cross-game collaborations with Strongman Simulator, Sonaria, Drive World, and Dragon Adventures. Players earned free Limited UGCs for participation.
Results
The 2023 campaign reached 7.7M visitors across 169 countries with 30.8M UGC votes and 778K UGCs claimed, while QR codes in physical gift books connected 32M+ North American households to Roblox. A 2024 iteration demonstrated significant growth with 15.7M+ visits in five months, generating 491M+ virtual gifts exchanged and 30M+ community votes.
