Julekalender

Objective

Søstrene Grene wanted to know whether a game could bring in real prospects rather than prize-chasers, and whether that could sit comfortably inside a brand built on the quiet, storybook world of sisters Anna and Clara. The advent calendar doubled as a low-risk trial of gamification's ROI before committing it to the marketing mix, and as a first step toward collecting first-party customer data instead of leaning on Meta and Google.

Solution

Every day in December, visitors returned to an online advent calendar and opened that day's door. Behind it sat a short quiz question woven from the brand's world — its home goods, its Scandinavian design roots, its values — answerable in a click or two. Only after answering did the contact form appear, with entry into a Christmas prize draw as the incentive to fill it in. A session ended there until the next door opened the following day, pulling players back for 24 straight rounds through December.

Results

263,239 registrations (44,585 unique participants), representing 69.78% of all visitors. Participants logged 4,226.4 hours engaging with the calendar in total. The campaign added 30,544 new newsletter subscribers within a month, 15% of whom went on to become customers.