Advent Calendar Drop Game
- Brand
- Blush
- Year
- 2023
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Playable
Objective
Blush, an Icelandic sexual-wellness retailer, wanted to normalize conversation about sexual health and shake off the category's taboo while growing awareness and sales without paying for reach — nearly all traffic came from its own email list and Instagram (22,800 followers). Each of the four campaigns also carried its own practical job: harvest marketing consent and birthdays, learn customers' product preferences, engage the audience around LGBTQIA+ allyship, or sell out a physical advent calendar.
Solution
Blush's four games each live at a single link shared over Instagram, Facebook or email. Landing on the page, the player sees the prize and the rules, hands over an email address (and birthday), and starts playing right away: spin a wheel for a discount, swipe left or right on products like a dating app, answer ten quiz questions about LGBTQIA+ pride flags, or catch falling advent calendars in a basket before time runs out. Every session ends on a screen with a promo code and a "Finish the game" button that drops the player straight into the Blush.is store. The advent-calendar game adds a leaderboard on top, with the three highest scorers winning a calendar for free.
Results
Wheel of Fortune drew 29,000+ sessions and 19,000+ registrations (66.4% conversion), sent 14,500+ players on to click "Finish the game," and saw 210 vouchers redeemed; its emails averaged an 11.7% open rate and its social posts pulled 5,300+ impressions and 700+ clicks. Swipe It brought 7,300+ sessions and 4,950+ registrations (67.8% conversion), with 62% of players reaching the results screen, 1,580+ CTA clicks and 30 vouchers used. Pride Quiz logged 2,500+ sessions and 580+ registrations (23.4% conversion), holding players for an average 1 minute 44 seconds and driving 293 clicks to Blush.is plus 69 vouchers redeemed. Drop Game was the breakout: 8,070+ unique players logged 60,300+ total plays (7.48 games each) over an average 5-minute-54-second visit, sent 5,700+ clicks to the Blush site, saw a 59.8% email open rate with 10.5% click-through and an Instagram post at 17.6% engagement (48.6% on its first story), and — after Icelandic outlet DV.is covered it — drew 7,700+ extra visits and 3,400+ social clicks.
- 1
In Wheel of Fortune, players arrive via a link shared on Instagram, Facebook, or email to a presentation page describing the game and the prize — a discount between 10% and 50% off Blush's range — then register with an email address and birth date before playing.
- 2
Players spin the wheel to land on a discount, then reach a results screen with a promo code and a button leading to the Blush online shop; that link alone was clicked over 14,500 times.
- 3
Swipe It opens on a summer-themed presentation page and, for players who already played the wheel, arrives with the signup form pre-filled; players then swipe through a deck of ten Blush products, right for like and left for pass, a mechanic borrowed directly from Tinder.
- 4
A results screen recaps every product the player liked, each with its description and a 15% discount code, and links out to the individual product pages for those items rather than to the general shop.
- 5
Pride Quiz presents ten pride flags one at a time for the player to identify by community; a fully correct set unlocks the 20% discount code, and players can retry as many times as needed to get there.
- 6
Drop Game promotes a physical Blush advent calendar (24 gifts, about €175) through a presentation page and ran through a fixed window ending Sunday, October 15, 2023; in the timed session that follows, players move a basket to catch falling advent calendars, each worth 10 points.
- 7
Grey socks fall alongside the calendars and cost 30 points if caught, but catching one speeds up the drop rate and sends down multiple items at once — the only way players reached the highest scores, while most stalled around 350–400 points.
- 8
Each session ends on a leaderboard showing the player's rank, with the top three at contest close winning a free calendar; players replayed roughly seven to eight times on average, and scoring became a topic outside the game itself, discussed in calls, social posts, and Facebook groups.
