Amazon's Holiday Dash

Objective

Amazon expanded its annual holiday toy catalog campaign globally by creating a branded gaming experience on Roblox, targeting families in 169 countries who couldn't access the physical North American toybook. The campaign ran from September 26, 2023, to January 2, 2024, during the critical holiday shopping season. The business objective was to drive brand engagement and reach new audiences through an immersive metaverse activation that transcended traditional geographic market limitations.

Solution

Amazon built a 7-season interactive experience on Roblox featuring Fox and woodland animal companions. The core gameplay loop included racing-style mini-games inspired by each animal character, cosmetic rewards collection (18 different user-generated content items), and a platform-first voting mechanic where players cast votes every two weeks to choose between four avatar wearable options. Players accumulated points through gameplay to unlock cosmetic items for avatar customization.

Results

The campaign reached 7.7 million+ visitors from 169 countries, generating 34.3 million votes through the new voting system and accumulating 144 million minutes of gameplay. Players rated the experience at 94% positive. The project was recognized as a Webby 2024 honoree in the New Realities & Metaverse category.